Evaluating the effectiveness of city brand strategies is crucial in modern place branding. The article "City Brand Strategy Evaluation: in Search of Effectiveness Indicators" by Marta Herezniak and Justyna Anders-Morawska, published in the Journal of Place Management and Development, offers comprehensive guidance on effectively measuring these strategies. This study focuses on a process developed through collaboration between the municipal government of a post-industrial city in Poland and academic representatives, aiming to create specific, measurable, and time-bound indicators.
Understanding the interrelation between tangible effects, such as economic growth, and intangible effects, like improved brand perception, is key. Additionally, sectoral strategies, such as urban renewal, can influence the city's brand and vice versa, emphasizing the need to consider these spillover effects for accurate evaluation.
Adopting a temporal regime to measure short-, medium--, and long-term impact is also essential for adjusting and improving strategies based on tangible results.
Merging brand management with public management perspectives re-evaluates existing attempts to measure place brand strategy effectiveness. This new approach encourages local authorities to consider multiple perspectives on measurement methods and instruments. This implies an organizational shift where various city hall units coordinate efforts to contribute to brand strategy assessment. This systematic approach can enhance the legitimacy of brand-related activities and professionalize public officials responsible for effectiveness measurement.
Adopting a more systematic approach to measuring place brand strategy effectiveness can increase the legitimacy of brand-related activities among internal stakeholders and boost the professionalism of public officials in charge of effectiveness measurement. This is crucial for building trust and engagement among residents and other stakeholders.
Herezniak and Anders-Morawska emphasize that both theoretical considerations and practical applications of place branding often overlook the criteria for measuring the effectiveness of place-branding strategies. This study focuses on translating general strategic objectives into specific, measurable, and time-bound operational indicators. The unique aspect of this approach is the combination of theoretical insights into place branding with public management, grounded in the administrative environment in which local authorities operate.
This article provides a useful framework for city managers to design evaluation systems for place brand strategies, essential for improving a city's brand perception and performance. Adopting this approach can help cities better navigate the challenges of place branding and ensure that their strategies are effective and sustainable in the long term.
For more details, you can read the full article on Emerald Insight.
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