International policy conference : "Intangible : the european state of art" Presentation by Danielle Bourlange, chief executive, APIE 6 May 2015

1. Territories and Institutions
Public Intangible Assets : Issues of Attractiveness
Paris , 6 May 2015
Danielle Bourlange, directrice générale
INTANGIBLES : THE EUROPEAN STATE OF THE ART

2. 2
 Unlocking the potential of public intangibles to create social
and economic value
o Modernization of public service
o Contribution to the development of the knowledge economy
 interaction with the surrounding environment
Public intangibles : What’s at stake ?
Citizens
Researchers
Private sectorPublic
intangibles

3. 3
Public intangibles : major assets for the
attractiveness of a territory
Attractiveness
of territories
Culture
Research
Health
Network
Social
envir.
Economic
fabric
Natural
envir
Education

4. 4
Focus on public brand names
 Public brands contribute to the attractiveness of a territory …
 … and are valuable assets for place marketing strategies

5. 5
A new class of assets : Territorial
intangibles
 Emerging from the interaction between different parties acting
on a territory / the cross fertilization between public and private
intangibles
 Key assets : networks, clusters, innovation ecosystems, image and
reputation …..
 Requiring a management involving all stakeholders
o Public authorities
o Private entities
o Citizens
o ….

6. 6
Need for a digital strategy
 Image and reputation management
 Highlighting key attractiveness factors
 Promoting a shared vision
 Fostering involvement and support

7. 7
Thank you for your attention
Questions?
Site : economie.gouv.fr/apie
Contact : apie@apie.gouv.fr
Twitter : @APIE_gouv