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City brand strategy evaluation: in search of effectiveness indicators

Marta Herezniak (Department of International Marketing and Retailing, University of Łódź, Łódź, Poland)
Justyna Anders-Morawska (Department of International Marketing and Retailing, University of Łódź, Łódź, Poland)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 12 October 2015

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Abstract

Purpose

The purpose of this paper is to describe and analyse a process for developing indicators of effectiveness for the city brand strategy.

Design/methodology/approach

A single-case study method is used as the analytical approach. The proposed indicators of effectiveness were developed in cooperation between the municipal government of a large, post-industrial Polish city and representatives from academia.

Findings

The paper addresses three important considerations to be taken into account by city managers when they seek to develop criteria for measuring the effectiveness of branding: links between tangible and intangible effects of brand implementation; spillover effects that sectoral strategies such as those aimed at urban renewal have on the city brand and vice versa; and the adoption of a threefold temporal regime whereby the effects of projects that contribute to the brand strategy are measured in the short, medium and long term.

Research limitations/implications

The proposed approach offers a useful point of departure for place managers for the design of place brand strategy evaluation systems. The study is limited to the case of a single city.

Practical implications

The merger of brand management and public management perspectives re-evaluates the existing attempts to measure place brand strategy effectiveness. The new approach stimulates place authorities to consider multiple perspectives on the methods and instruments of measurement. It also implies the organisational shift where a number of units from the city hall coordinate their efforts to contribute to the assessment of the brand strategy.

Social implications

A more systematic approach to measurement of place brand strategy effectiveness can be used to increase the level of legitimacy of brand-related activities in the eyes of internal stakeholders and to increase the level of professionalism among the public officers responsible for effectiveness measurement.

Originality/value

Theoretical considerations and the practice of place branding alike tend to give insufficient attention to criteria for measuring the effectiveness of place-branding strategies. This paper concentrates on the process of translating general strategic objectives into specific, measureable and time-bound operational indicators. The combination of theoretical insights into place branding together with public management grounds this approach in the administrative environment in which local authorities work.

Keywords

Citation

Herezniak, M. and Anders-Morawska, J. (2015), "City brand strategy evaluation: in search of effectiveness indicators", Journal of Place Management and Development, Vol. 8 No. 3, pp. 187-205. https://doi.org/10.1108/JPMD-06-2015-0023

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited