Branding innovation ecosystems: A multi-level framework for university technology transfer offices

Abstract

Marketing remains an underexplored dimension in the theory and practice of university technology transfer (TT). This conceptual article addresses that gap by introducing the Multi-Level Innovation Ecosystem Branding (ML-IEB) framework to strengthen engagement, visibility, and trust across the innovation ecosystem. Drawing on branding concepts and innovation ecosystem perspectives, the model identifies five interrelated levels: innovator, knowledge, innovation, organisation, and place. Through an integrative literature review, the paper outlines actionable strategies for Technology Transfer Offices (TTOs) to enhance their impact by aligning branding efforts across these levels. By reframing TT as a demand-driven and identity-centric process, this work provides practical guidance for practitioners and lays the foundation for future empirical research on the role of branding in advancing technology transfer.