STUDY | Place Branding: Solving the measurement challenge - City Nation Place

SUMMARY

This study by City Nation Placeconducted in Sept./Oct. 2023, aims tohelp territorial marketing & branding professionals assess how their organizations measure the impact of their missions. The organizations surveyed (which differ in terms of organizational structure, objectives and budgets) share their impact measurement approaches and recent developments to incorporate broader indicators , whether by integrating those of their respective partners or extending their assessments to other fields and players in the territory (social and environmental impacts).

The following organizations testify: Brand Tasmania, Cape Town Tourism, Destination Canada, Economic Development Regina, Fort McMurray Wood Buffalo Economic Development & Tourism, Imagen de Chile, LA Tourism & Convention Bureau, London & Partners, Municipality of The Hague, New Zealand Story and Stockholm Business Region.

_________________________

Methodology : this study was carried out in September/October 2023, with a qualitative focus (interviews with 15 marketing/place branding managers from different territories) and a quantitative focus (questionnaire distributed to CNP contacts via e-mail, website and LinkedIn - 85 responses).

Keywords: territorial players, branding, evaluation, impact, indicators, brand, territorial brand, measurement, partners, stakeholders, reputation, residents, brand value, visitors, Canada, Cape Town, Chile, Fort McMurray Wood Buffalo, The Hague, London, Los Angeles, New Zealand, Regina, Stockholm, Tasmania.

Illustration: City Nation Place - Research Report 2023 (c)