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The aim of the paper is to provide an analysis of effectiveness indicators of city brand strategies drawing from the practices of 66 Polish district cities. The authors attempt to categorize the existing indicators and approaches to the evaluation of place brand effectiveness and identify potential gaps in measurement systems. Content analysis of s...
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... The focus within a goal-oriented approach is on identifying targets that can be achieved by developing and promoting a region's tourist brand. Possible variants of such indicators are proposed in quite numerous international (Herezniak et al., 2018;Jorgensen, 2016;Zenker and Martin, 2011) and Russian (Nikiforova, 2011;Vasilenko, 2016) studies. Examples of the proposed indicators include an increase in the number of tourists, an increase in tourist spending, an increase in GRP due to the intensification of incoming tourist flows and many others. ...
The article tests hypotheses about how place branding initiatives impact the number of attracted tourists and revenues of the tourism and recreational sector in Russia’s federal subjects. For this purpose, we perform a difference-in-differences estimation on their panel data to find the average effect of place branding on increasing the number of guests in collective accommodation establishments and the value-added of hospitality industry enterprises. The results show that the implementation of place branding initiatives is associated with an average growth of 15.7% in the number of tourists attracted, and the level of income from tourist services escalates significantly with a more dynamic brand promotion policy. However, such positive effects are observable mostly in the early years of place branding initiatives. Consequently, the achievement of long-term goals to raise the income of a region’s tourism and recreation sector requires not only place branding but also more capital-intensive measures to develop tourist infrastructure, create new facilities, and hold events that could act as incentive to visit the region.
... The numbers could not go further than describing the outcome of what happened; the causality between the facts cannot be fully established. It is obvious that what would complete the picture would be further qualitative research (Kaefer 2021;Hereźniak et al. 2018;Boisen et al. 2018), which would facilitate understanding of why and how did people decide to relocate to and from the IoM. ...
This study investigates the impact of three place branding and marketing campaigns conducted by the Isle of Man (IoM) government between 2003 and 2019. Using archival data from the IoM Census and data on the taxpayers in the IoM, research analyses the fluctuation on the number of residents relocating to and from the IoM during the period covered by the campaigns and tries to establish whether any changes can be attributed to the campaigns. Findings suggest that the residents’ numbers increased during two of the three campaigns; however, full causality cannot be confirmed.
... The use of information technology is making travel services more accessible and flexible (Hereźniak et al., 2018). Consequently, tourism product is becoming more individualized and consumer-oriented (Attila, 2016). ...
... First, the research concerns senders what self-government means in the case of the Polish cities. Considering the literature on the subject (Hereźniak et al., 2018;Lucarelli, Berg, 2011), the reception of such signs and their presence in public space seem to be an interesting research direction. It can be hypothesized that in marketing communication the reception will not fully correspond to the vision of the senders (Schmitt, Simonson, 1999), that the "expressed identity" will be different from the "perceived image." ...
Advertising is one of the commonly visible elements of the urban landscape (real and virtual). It also does not require proof that advertisements of cities as such are also part of their “cityscape.” Since at least the nineteenth century, cities have advertised themselves as attractive places to live, visit, or do business. Therefore, the following research question can be asked: How do Polish cities present themselves in advertisements one can find in the landscape? The study assumes that each advertisement should clearly identify the sender and indicate its specific characteristics, distinguishing itself from its competitors. Polish cities began to use logos and slogans as a mechanism of description and distinction after 1990, when socioeconomic changes started. There are quite a few studies on this activity, but most of them are single case studies. Therefore, the authors decided to examine a relatively large sample of Polish cities, which allows for statistical analysis. Analysis of the logo and slogan content allows the authors to examine the desired image or the projected identity of Polish cities. The methods were chosen because they admit qualitative and quantitative analysis, especially when there is a sufficiently large sample. Therefore, the survey covered all towns and cities with more than 20,000 inhabitants in Poland. There are 218 such towns in total. The analysis was carried out in the first half of 2021. In conclusion, the authors find that the advertising of Polish cities is embedded in the past, promotes resources (substance), sometimes geographical location, but rarely refers to famous characters and human potential. And such a picture of these cities one may find on outdoor advertisements, which sometimes produce dissonance when accompanying modern buildings or new transport solutions in the city.
... Indicators of communicative efficiency of the city branding include the dynamics of the city brand awareness, the ratio of target consumers to the city brand, the storage of the brand, the knowledge of the competitive advantages of the city, etc. (Hereźniak, M., Florek, M., Augustyn, A., 2018). ...
... Regulatory indicators of the efficiency of the place branding should be determined and adjusted annually based on benchmarking studies of branding efficiency in other places in the world. This will allow the territorial authorities to have clear ideas about the level of economic and other types of branding efficiency, which will determine the optimal approach to the formation of the city's brand-budget (Hereźniak, Florek, & Augustyn, 2018). Specific goods produced in the region can be used as brands of the regions. ...
The article deals with the issues of territorial branding as a tool for the strategic development of cities and regions. In the context of global globalization processes there is a rigid competition between territories for resources: human, financial flows, tourist flows. Understanding this issue by territorial communities, authorities in Ukraine led to the development and approval of marketing strategies of individual Ukrainian cities. The creation and widespread distribution of Ukrainian territorial brands will enable domestic cities, both large and small, rural areas and regions, followed by a chosen strategy, solve their social and economic tasks. The purpose of the article is to analyze the basic methodological principles that are used in the Ukrainian practice of territorial branding and its impact on socio-economic development. It is determined that the geographical position and global geopolitical role of the territory, natural resource potential of the territory, national-cultural features of the country and its regions, current visual policies and symbols of the territory are affected. Investigated that in today Ukraine there are clearly formed brands of territories that already make their positive contribution to the socio-economic Development of cities, rural areas and regions in general.
... Controlling not only controls all deviations of the plan from the reality, but it is actively used in developing business plans, especially in profit (Bedenik 2015). As stated by Hereźniak et al. (2018), controlling is considered an irreplaceable tool of business management, which is useful for analyzing the external environment of the company, internal phenomena, and processes, measuring the future effects of measures, as well as for revealing reserves, which ensure the lowest financial, material, and labor costs to achieve the target strategic goals of business development. In the hotel setting, controlling is understood as the acquisition, analysis, and processing Soc. ...
The paper deals with the issue of increasing the efficiency of business management using modern management methods and tools in tourism enterprises. The basis of the paper form hypotheses focused on the use of the concept of Balanced Scorecard, controlling, benchmarking, and talent management within the tourism enterprises. Based on the p-value (0.576) in the case of first hypothesis, we can confirm that there is no statistically significant relationship between the openness of hotels to change, innovation, and the willingness to introduce controlling into management. The p-value (0.004) achieved in the case of the second hypothesis confirmed a statistically significant relationship between the hotel classification category and the use of the modern methods in plan design. In the third hypothesis, we examined whether hotels focusing on the sales maximization tend to use their capital for modernization. Based on the validity of the inequality p-value (0.080), we confirm that there is no statistically significant relationship between the pricing approach and the use of capital. Searching strategic tool in management of a business in tourism is still an actual issue. Businesses are especially managed by financial indicators, but modern methods show the growing significance of non-financial indicators.
... On the other hand, several indicators should be developed in determining the impact of the brand onto the place itself. The current analysis concerning districts in Poland, Hereźniak et al. [1] stated that the measurement of imaging effectiveness of a city brand is not sufficient in evaluating its outcomes, results, and the impacts of city branding strategy. They propose their own-made approachment on how the indicator must be arranged in carrying out well performed verification function towards the practice of territorial entity branding. ...
... In the literature on how to measure the impact of place branding, there is strong debate as to what indicators should be used (Florek, 2012;Herezniak et al., 2018;Florek et al., 2019;Jorgensen, 2015;Lucarelli, 2012). Using different kinds of indicators (input-output-outcome-impact) has also been suggested when measuring place branding (Herezniak & Anders-Morawska, 2015). ...
This paper aims to explicate and discuss the main methods of measuring the effects of place marketing. Rather than favouring one method over another a priori, we seek to understand each method on its own terms in order to illuminate key assumptions and hypotheses. Additionally, we compare and contrast the different methods to reveal areas of logical inconsistency.
Generally, the impact of place marketing activities is dominated by fragmented, often single case studies, analysed using qualitative methods. The methods hitherto developed to measure the effect of place marketing activities posit causal mechanisms in line with simple ex ante/ex post comparisons. As place marketing appears to be “political” and policy oriented, the need to understand what happens in the policy process and the context in which marketing activities take place is paramount, we need to unfold the political process so as to understand why and how some place marketing activities work, and others do not.
... Based on Aaker's (2013) conceptualization it can be proposed to: 1) identify all existing city brand touchpoints and those that should exist, 2) provide an internal evaluation of all the touchpoints to determine which are managed well and which are deficient in creating experiences, 3) look to past, current, and future target groups to determine which touchpoints have the greatest impact on their experiences, 4) prioritize and balance touchpoints responsible for creating city experiences, and 5) develop an action plan by implementing relevant touchpoints for the experiences. Improving the brand experience at every touchpoint is a way to build a coherent city brand and solidify brand relationships (at the same time as Herezniak, Florek & Augustyn (2018) show in their analysis of the indicators used by Polish cities' to evaluate the effectiveness of city brand strategy, very few refer to the experience). ...
Given the peculiar characteristics of cities, which in many ways render them unamenable to manipulation following the product-concept philosophy, an alternative approach to conceptualising city brands is required. Focus must shift to understanding city brands in terms of how they are experienced and how local authorities can take a leading role in designing and assisting users to co-create valuable city brand experiences. Leading contributions from the theory and practice of the experience economy, service dominant (S-D) logic and consumer brand experiences provide the basis for public and private organisations to devise innovative ways to co-create city brand experiences with city brand users.
... Brand personality is defined as 'a set of human characteristics associated with a brand' (Aaker, 1997), whereas as mentioned before, self-congruity is the fit between one's self-image and typical brand-user image. The concept might applied in an innovative products (Dabija, Al Pop, & Săniuță, 2017), place brand (Hereźniak, Florek, & Augustyn, 2018), nostalgic brands (Grebosz-Krawczyk, 2019), and employer brand (Urbancová & Hudáková, 2017). ...
Retail industry contributes significantly to national economies. Currently, Islamic retail stores become another phenomenon in Indonesia and Malaysia. Previous studies investigated Muslim customers' preferences to patronage Islamic retail stores rather than
conventional ones. Therefore, the purpose of this paper is twofold: to test and validate Islamic retail patronage behavior framework and to compare Islamic retail patronage among the customers between Indonesia and Malaysia. 302 retail customers in Indonesia
and 308 retail customers in Malaysia were selected, the purposive sampling method was used. The hypotheses were tested by applying structural equation modeling. Out of ten hypotheses, eight were supported. A multi-group analysis of invariance was also performed on these two samples. The results reveal that there is no significant difference in Islamic retail patronage behavior among Indonesia and Malaysia consumers, thus suggesting that the measurement model may be robust across cultures and that the factor loading pattern and factor loadings appeared to be equivalent across the cultures examined. The results were further discussed and recommendations for future research have been provided.
