How to catch a city? The concept and measurement of place brands

How to catch a city? The concept and measurement of place brands Purpose – The branding of places has gained popularity among city officials in recent years. Unfortunately, place marketers often disregard the complexity of place brands, as do their counterparts in the academic discussion: the focus repeatedly falls on the simple explorative description of certain city brands, rather than a proper conceptualization of a place brand that employs different measurement approaches for the different elements of the brand. Thus, this paper aims to identify those different elements and discuss measurement approaches that could prove useful in place branding. Design/methodology/approach – Following a review of the extant literature on the measurement of brand image in general and place branding in particular, the paper outlines distinct elements, categories and dimensions of a place brand, as well as a number of approaches from place brand image measurement, with example cases of each approach. Findings – Exploring a brand can be divided into three main approaches: in the form of free brand associations of target customers with qualitative methods, in the form of attributes with quantitative methods like standardized questionnaires and with mixed methods that combine qualitative research with quantitative methods. Originality/value – This paper presents an extensive review of current place brand measurement studies and provides a conceptual framework for the elements of a place brand. Through these means, the paper offers a valuable concept for place branding and furthers the discussion of appropriate measurement approaches in the realm of place branding. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Place Management and Development Emerald Publishing

How to catch a city? The concept and measurement of place brands

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1753-8335
D.O.I.
10.1108/17538331111117151
Publisher site
See Article on Publisher Site

Abstract

Purpose – The branding of places has gained popularity among city officials in recent years. Unfortunately, place marketers often disregard the complexity of place brands, as do their counterparts in the academic discussion: the focus repeatedly falls on the simple explorative description of certain city brands, rather than a proper conceptualization of a place brand that employs different measurement approaches for the different elements of the brand. Thus, this paper aims to identify those different elements and discuss measurement approaches that could prove useful in place branding. Design/methodology/approach – Following a review of the extant literature on the measurement of brand image in general and place branding in particular, the paper outlines distinct elements, categories and dimensions of a place brand, as well as a number of approaches from place brand image measurement, with example cases of each approach. Findings – Exploring a brand can be divided into three main approaches: in the form of free brand associations of target customers with qualitative methods, in the form of attributes with quantitative methods like standardized questionnaires and with mixed methods that combine qualitative research with quantitative methods. Originality/value – This paper presents an extensive review of current place brand measurement studies and provides a conceptual framework for the elements of a place brand. Through these means, the paper offers a valuable concept for place branding and furthers the discussion of appropriate measurement approaches in the realm of place branding.

Journal

Journal of Place Management and DevelopmentEmerald Publishing

Published: Mar 15, 2011

Keywords: Cities; Brands; Marketing strategy; Brand image; Place branding

References

  • Moving Milan towards Expo : designing culture into a city brand
    De Carlo, M.; Canali, S.; Pritchard, A.; Morgan, N.
  • Implicit measures in social cognition research: their meaning and use
    Fazio, R.H.; Olson, M.A.
  • Destination brand images: a business tourism perspective
    Hankinson, G.
  • The six conventions of corporate branding
    Knox, S.; Bickerton, D.
  • Antecedents of residents' city brand attitudes
    Merrilees, B.; Miller, D.; Herington, C.
  • Brand image assessment: international visitors' perception of Cape Town
    Prayag, G.
  • The image of the creative city: some reflections on urban branding in Turin
    Vanolo, A.
  • Can association methods reveal the effects of international branding on tourism destination stakeholders?
    Wagner, O.; Peters, M.
  • Who's your target? The creative class as a target group for place branding
    Zenker, S.

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