Abstract
The primary aim of this paper is to identify and analyze municipal performance strategies in Danish place and city branding and as a second aim also to analyze explanatory statements for the lack of data. Five municipalities had a performance management strategy with target setting and KPIs related to brand motives. KPIs were consistent with SMART criteria and directly related to brand motives. All first order indicators related to media and social media. Indicators relating to material impact within the municipality relied on available public statistics. Indicators for immaterial impact within or outside the municipality all require specific analysis. The explanatory statements can be aggregated into three main categories: Lack of funding and political support, uncertainty of methods, and the failing obligation for cities and municipalities to organize and publish data or other analytical information. Finally the aim is to propose a Brand Strategy Platform to support place and city brand investors in a more systematic approach to performance management.
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