Rethinking the Measurement of Place Brands

Sebastian Zenker, Erik Braun

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

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.
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.
LanguageEnglish
Title of host publicationRethinking Place Branding : Comprehensive Brand Development for Cities and Regions
EditorsMihalis Kavaratzis, Gary Warnaby, Gregory J. Ashworth
Place of PublicationCham
PublisherSpringer Science+Business Media
Date2015
Pages211-223
ISBN (Print)9783319124230
ISBN (Electronic)9783319124247
DOIs
StatePublished - 2015

Cite this

Zenker, S., & Braun, E. (2015). Rethinking the Measurement of Place Brands. In M. Kavaratzis, G. Warnaby, & G. J. Ashworth (Eds.), Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions (pp. 211-223). Cham: Springer Science+Business Media. DOI: 10.1007/978-3-319-12424-7_14
Zenker, Sebastian ; Braun, Erik. / Rethinking the Measurement of Place Brands. Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. editor / Mihalis Kavaratzis ; Gary Warnaby ; Gregory J. Ashworth. Cham : Springer Science+Business Media, 2015. pp. 211-223
@inbook{51d985b05c1745bbb3ef99998ace73dc,
title = "Rethinking the Measurement of Place Brands",
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.",
author = "Sebastian Zenker and Erik Braun",
year = "2015",
doi = "10.1007/978-3-319-12424-7_14",
language = "English",
isbn = "9783319124230",
pages = "211--223",
editor = "Mihalis Kavaratzis and Gary Warnaby and Ashworth, {Gregory J.}",
booktitle = "Rethinking Place Branding",
publisher = "Springer Science+Business Media",
address = "Germany",

}

Zenker, S & Braun, E 2015, Rethinking the Measurement of Place Brands. in M Kavaratzis, G Warnaby & GJ Ashworth (eds), Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Springer Science+Business Media, Cham, pp. 211-223. DOI: 10.1007/978-3-319-12424-7_14

Rethinking the Measurement of Place Brands. / Zenker, Sebastian; Braun, Erik.

Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. ed. / Mihalis Kavaratzis; Gary Warnaby; Gregory J. Ashworth. Cham : Springer Science+Business Media, 2015. p. 211-223.

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

TY - CHAP

T1 - Rethinking the Measurement of Place Brands

AU - Zenker,Sebastian

AU - Braun,Erik

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

U2 - 10.1007/978-3-319-12424-7_14

DO - 10.1007/978-3-319-12424-7_14

M3 - Book chapter

SN - 9783319124230

SP - 211

EP - 223

BT - Rethinking Place Branding

PB - Springer Science+Business Media

CY - Cham

ER -

Zenker S, Braun E. Rethinking the Measurement of Place Brands. In Kavaratzis M, Warnaby G, Ashworth GJ, editors, Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Cham: Springer Science+Business Media. 2015. p. 211-223. Available from, DOI: 10.1007/978-3-319-12424-7_14