Measuring Place Brand Equity: A Review of Current Models

An increasing number of measurement scales has been developed in order to measure the customer-based brand equity of tourism destination (CBBETD) brands. However, there is a lack of theoretical development about the measurement of brand equity in such a context. A review of recent approaches shows that most contributions selectively focus on specific cases and tourists as stakeholders, while most articles demonstrate little methodological or conceptual reflexivity. Considering the variety and complexity of places, the paper argues that measuring place brand equity requires an inductive exploration of the construct's dimensionality for the specific place under consideration. Research can then focus on comparing multiple places associated with similar product or service offerings. Cross-place assessments should compare similar territorial entities, but include more destinations located in different spatial-cultural contexts. Furthermore, the inclusion of more stakeholders (e.g.,local residents) and more longitudinal comparisons are required to make the findings more meaningful.

Download Full-text

An assessment of place brand potential: familiarity, favourability and uniqueness

Journal of Place Management and Development ◽

10.1108/jpmd-01-2016-0003 ◽

2016 ◽

Vol 9 (3) ◽

pp. 269-288 ◽

Cited By ~ 9

Author(s):

Chung-Shing Chan ◽

Mike Peters ◽

Lawal M. Marafa

Keyword(s):

Brand Equity ◽

Public Diplomacy ◽

Brand Management ◽

Place Branding ◽

Three Dimensions ◽

Research Directions ◽

Content Type ◽

Place Brand Equity ◽

Management And Development ◽

Place Brand

Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding. Findings Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential. Research limitations/implications In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity. Originality/value This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.

Download Full-text