On Measuring Place Brand Effectiveness – between Theoretical Developments and Empirical Findings

Marta Hereźniak , Magdalena Florek , Anna Augustyn

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.
Author Marta Hereźniak - Uniwersytet Łódzki (UŁ)
Marta Hereźniak,,
-
, Magdalena Florek (WZ / KHiM)
Magdalena Florek,,
- Department of Trade and Marketing
, Anna Augustyn - Uniwersytet w Białymstoku, MNiSW [80]
Anna Augustyn,,
-
Journal seriesEconomics & Sociology, ISSN 2071-789X, e-ISSN 2306-3459, (B 15 pkt)
Issue year2018
Vol11
No2
Pages36-51
Publication size in sheets0.75
Keywords in Englishcity branding; city brand effectiveness; city brand performance measurement; Polish district cities
ASJC Classification2000 General Economics, Econometrics and Finance; 3312 Sociology and Political Science
DOIDOI:10.14254/2071-789X.2018/11-2/3
URL http://www.economics-sociology.eu/files/07_03_506_Herezniak_Florek_Augustyn.pdf
Languageen angielski
Score (nominal)15
Score sourcejournalList
ScoreMinisterial score = 15.0, 16-06-2020, ArticleFromJournal
Publication indicators WoS Citations = 1; Scopus SNIP (Source Normalised Impact per Paper): 2018 = 0.952
Citation count*12 (2020-09-25)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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