Measurement

Measurement in place branding is complex due to the diverse target audiences, numerous goals, and varying definitions of the concept. This section discusses this complexity and gives guidance on ‘what’ to measure with the help of a general conceptual model of areas to measure (brand-centric vs. customer-centric), as well as with specific examples of certain indicators to choose from. It also gives you three fundamental questions, which will guide you to potentially fitting measurements, methods, and samples for your own case specific measurement set (metrics dashboard).