Study of Dimensions of Place Brands

Abstract

Like their colleagues in the academic arena, place brand managers frequently ignore the complexities of place brands: they repeatedly use simplistic exploratory definitions of such position brands rather than accurate measurements. This chapter therefore seeks to define and address measurement methods that may be useful in branding on the spot. We will then classify the brand and explore different options for calculating in-place branding. Finally, the different approaches to brand measurement for their use in place branding will be addressed, namely the approaches to brand measurement in the form of free brand associations of target customers with qualitative methods; in the form of attributes with quantitative methods such as structured questionnaires; and with mixed techniques that combine qualitative analysis with quantitative method In more depth, two mixed approaches are clarified, namely the network analysis and the advanced brand definition map process. In conclusion, in measuring location brands and their performance, we also outline current and potential challenges.