Every organization that engages with City Nation Place is uniquely different – either in the scope of their brief, or their funding and resources, or in the particular challenges and opportunities that their place offers.  What unites them is the belief that proactively understanding and managing the reputation, perceptions, or assets of your city, nation, or destination can deliver economic advantages that will benefit your citizens.

The challenge is how to measure the impact of this proactive management – how to prove the efficacy of your place brand and marketing strategy. Often it’s the absence of a place brand or marketing organisation that is most noticed: a lack of investment that leads to a slump in tourism or investment, or a siphoning away of talent and skills.

Responding to the suggestions of our Advisory Group, City Nation Place has carried out a research study to help place brand and marketing teams benchmark how they are measuring and demonstrating the impact of their work.  Despite the different organisational structures, focus, and budgets of the organisations who participated in the qualitative interviews and quantitative research survey, the resultant Report provides useful observations and opportunities to learn. 

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