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Rethinking the Measurement of Place Brands

In: Rethinking Place Branding

Author

Listed:
  • Sebastian Zenker

    (Copenhagen Business School)

  • Erik Braun

    (Erasmus University Rotterdam)

Abstract

Place brand managers often disregard the complexity of place brands, as do their counterparts in the academic arena: they repeatedly use simple explorative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding. Finally, we will discuss the different approaches of brand measurement for their use in place branding, namely the approaches to measuring the brand 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. Two mixed methods, namely the network analysis and the advanced brand concept map method, are explained in more detail. In conclusion, we also outline current and future challenges in measuring place brands and their outcomes.

Suggested Citation

  • Sebastian Zenker & Erik Braun, 2015. "Rethinking the Measurement of Place Brands," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 211-223, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-12424-7_14
    DOI: 10.1007/978-3-319-12424-7_14
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    Citations

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    Cited by:

    1. Juha Halme, 2021. "The role of social capital in the institutionalization of regional place marketing activity," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(3), pages 249-256, September.
    2. Isaac Levi Henderson & Mark Avis & Wai Hong Kan Tsui & Thanh Ngo & Andrew Gilbey, 2023. "Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    3. Chunying Wen & Yingying Wu & Caroline Rosemary Whitfield, 2019. "Measuring the economic effectiveness of place advertising in China," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 257-273, December.

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