Measuring Place Brand Equity with the Advanced Brand Concept Map (aBCM) Method

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Places invest an extensive amount of taxpayers’ money into their branding activities. Consequently, there is an urgent need for a proper success measurement that can capture whether or not taxpayer money is being efficiently and effectively used to create place brand equity. Unfortunately, place brand equity (in general) and place brand image changes (in particular) are not easy to evaluate and even harder to quantify. This article demonstrates the utility of the advanced Brand Concept Map (aBCM) method for the aforementioned purpose. With the help of this particular method, practitioners can capture changes in image perception; and with the aid of the brand association network value (BANV) metric, they can also quantify the favorability of the brand image. Using an illustrative case involving the city of Hamburg, this article explores the relevance of the BANV metric and the aBCM method and then discusses practical implications.
Places invest an extensive amount of taxpayers’ money into their branding activities. Consequently, there is an urgent need for a proper success measurement that can capture whether or not taxpayer money is being efficiently and effectively used to create place brand equity. Unfortunately, place brand equity (in general) and place brand image changes (in particular) are not easy to evaluate and even harder to quantify. This article demonstrates the utility of the advanced Brand Concept Map (aBCM) method for the aforementioned purpose. With the help of this particular method, practitioners can capture changes in image perception; and with the aid of the brand association network value (BANV) metric, they can also quantify the favorability of the brand image. Using an illustrative case involving the city of Hamburg, this article explores the relevance of the BANV metric and the aBCM method and then discusses practical implications.
LanguageEnglish
JournalPlace Branding and Public Diplomacy
Volume10
Issue number2
Pages158-166
ISSN1751-8040
DOIs
StatePublished - May 2014
Externally publishedYes

Keywords

    Cite this

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    title = "Measuring Place Brand Equity with the Advanced Brand Concept Map (aBCM) Method",
    abstract = "Places invest an extensive amount of taxpayers’ money into their branding activities. Consequently, there is an urgent need for a proper success measurement that can capture whether or not taxpayer money is being efficiently and effectively used to create place brand equity. Unfortunately, place brand equity (in general) and place brand image changes (in particular) are not easy to evaluate and even harder to quantify. This article demonstrates the utility of the advanced Brand Concept Map (aBCM) method for the aforementioned purpose. With the help of this particular method, practitioners can capture changes in image perception; and with the aid of the brand association network value (BANV) metric, they can also quantify the favorability of the brand image. Using an illustrative case involving the city of Hamburg, this article explores the relevance of the BANV metric and the aBCM method and then discusses practical implications.",
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    author = "Sebastian Zenker",
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    Measuring Place Brand Equity with the Advanced Brand Concept Map (aBCM) Method. / Zenker, Sebastian.

    In: Place Branding and Public Diplomacy, Vol. 10, No. 2, 05.2014, p. 158-166.

    Research output: Contribution to journalJournal articleResearchpeer-review

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