Would City Brand Effectiveness Measurement System (CBEMS) work in practice? Viewpoints of six European cities

Abstract

The aim of the paper is an empirical evaluation of the City Brand Effectiveness Measurement System (CBMES) presented in a paper published in Cities in 2021, and the identification of the prerequisites that foster a type of setting that helps universalize the city brand effectiveness measurement process. This study was performed to generate response to the CBEMS from the city brand managers from European cities, including: (i)evaluation of the key components of the CBEMS: measurement procedure, measurement areas, structure of effectiveness indicators; (ii) identification of gaps in the measurement system in its critical areas and its further elimination. To perform the study, the presentations of the CBEMS were developed and delivered to respondents, followed by a moderated discussion and a standardized survey, distributed online after presentations. Eventually, the data were compiled and analyzed to identify alternations and further recommendations to the system. The findings reveal an overly positive response from city representatives. The respondents view the CBEMS not simply as a measurement procedure but also as a guiding instrument to structure and organize city brand strategy development and implementation. As a result of the study Adaptive Measurement Frame was developed featuring prerequisites to the universalization of the measurement process.