IN SEARCH OF RELIABLE METHODS OF ASSESSING THE EFFECTIVENESS OF PLACE BRANDING ACTIVITIES UNDERTAKEN BY CITIES

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Published:
Jul 21, 2017
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No. 17(66) (2017)
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Anna Augustyn
Uniwersytet w Białymstoku
Magdalena Florek
Uniwersytet Ekonomiczny w Poznaniu
Marta Hereźniak
Uniwersytet Łódzki

DOI: https://doi.org/10.22630/PEFIM.2017.17.66.2
Keywords : place marketing, branding, cities’ brand effectiveness measurement, brand equity
Abstract
This paper attempts to present and systematize the diverse perspectives on effectiveness of branding activities in cities. The authors propose an approach to brand effectiveness measurement, drawing from both marketing and public management concepts and thus articulating implications for the practice of managing brands of cities. The analysis of current approaches to the measurement of brand building activities that can be applied to cities was performed upon the concepts from marketing and public management. Theoretical assumptions of various measurement models were examined, serving as a basis for the critical analysis of effectiveness indicators resulting therefrom. Special attention has been given to the concept of place brand equity as a multidimensional measure of place brand effectiveness through the lenses of the place’s key stakeholder groups. It is proposed that the development of the measurement system for the effectiveness of place brand strategy should begin with the realization how public entities interpret the very notion of place brand, what functions does it perform and what is the scope of its influence on the place’s reality. Such realization will have considerable impact on the effectiveness indicators that the public entities will consider indispensable for their brand strategies. Furthermore, the authors posit that to capture the multiple effects of brand strategy, the effectiveness indicators should encompass both tangible and intangible results of place branding and that it should not be limited to purely promotional indicators but rather include a wider set of measures referring to diverse timeframes.

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How to Cite
Augustyn, A., Florek, M., & Hereźniak, M. (2017). IN SEARCH OF RELIABLE METHODS OF ASSESSING THE EFFECTIVENESS OF PLACE BRANDING ACTIVITIES UNDERTAKEN BY CITIES. The Scientific Journal European Policies, Finance and Marketing, (17(66), 25–45. https://doi.org/10.22630/PEFIM.2017.17.66.2
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