Application of the concept of destination brand equity: the example of two Polish cities

Abstract

Purpose – This paper has two purposes in mind: to present the model of destination brand equity as well as its managerial implications for city brand management. Design/methodology/approach – Based on a model developed by the author in 2011 which adopts a consumer-based approach to assessing place/destination brand equity, brand equities for two Polish cities were calculated. The research was conducted in two stages on a sample of 800 Poles. Its detailed results served as a basis for a comparison of the two cities’ brand equities. Findings – The general results show the strength of the cities’ brand equities while the detailed results show the strengths and weaknesses of the specific city brands broken down to the types of respondents and according to the brand equity dimensions. Research limitations/implications – The discussion and results are based on two cities only, in one country. Practical implications – The results of the city brand equity survey provide place marketers with information about the existing structure of brand equity and the elements of brand equity which may reinforce a city brand in the consumers’ (potential and current tourists’) eyes. Such an assessment also enables to track destination brand changes over time and in relation to other city destinations. The results offer therefore city managers the knowledge of brand areas which require attention and intervention. Social implications – The model presents provides place managers with information related to the necessary social support of the residents of destination. Originality/value – The paper presents comprehensive and original research results of a research into city destination brand equity conducted on a representative national sample. A strong theoretical concept is combined with practical results.