Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: On Measuring Place Brand Effectiveness – between Theoretical Developments and Empirical Findings
Issue: Vol. 11, No 2, 2018
Published date: 06-2018 (print) / 06-2018 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Marta Hereźniak
University of Lodz

Magdalena Florek
Poznan University of Economics and Business

Anna Augustyn
University of Białystok
Keywords: city branding, city brand effectiveness, city brand performance measurement, Polish district cities
DOI: 10.14254/2071-789X.2018/11-2/3
Index PUBMS: c18fc954-cde1-11e8-92b1-901b0efa6e97
Language: English
Pages: 36-51 (16)
JEL classification: M31
Website: http://www.economics-sociology.eu/?575,en_on-measuring-place-brand-effectiveness-%E2%80%93-between-theoretical-developments-and-empirical-findings
Licenses:
Abstract

The aim of the paper is to provide an analysis of effectiveness indicators of city brand strategies drawing from the practices of 66 Polish district cities. The authors attempt to categorize the existing indicators and approaches to the evaluation of place brand effectiveness and identify potential gaps in measurement systems. Content analysis of strategic documents was performed in order to determine the perspectives applied to the practice of effectiveness measurement. The results were subsequently juxtaposed with selected theoretical constructs relevant for brand strategy effectiveness measurement, including a place brand equity model and logic framework. The measurement of place brand performance as such is often neglected by public authorities and brand consultancies alike. In the meantime, a wide range of indicators needs to be developed in order to mirror the breadth and depth of the impact of place brands on the realities of places. Following an up-to-date analysis of the literature and practices of Polish district cities, the authors conclude that the currently employed measurements of the effectiveness of city branding are not sufficient to evaluate the outputs, outcomes, and impacts of city brand strategies. Furthermore, they propose their own approach to how the indicators should be structured to perform a sound verification function over the branding practices of territorial entities.

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