Preliminary communication

METHODOLOGY OF VALUATION OF CITIES’ BRANDS

Marko Paliaga
Zoran Franjić
Željko Strunje

Abstract

A growing number of articles and literature in Croatia and worldwide deals with the issue of applying
marketing and branding concepts to cities and countries or places in a wider sense (a city denoting an
urbanized, organized and functionally shaped place with all belonging contents and functions). From
the perspective of physical planning and urban development, literature is focused on macro
perspective of a place, on efficient social and economic functioning of an area in conformity with
objectives set by a particular social and political community. From the perspective of marketing and
branding theory, literature is more focused on marketing and branding nations and less on the
segment of cities and small towns. This particularly refers to Croatian and foreign literature and
scientific works in terms of modelling the methodology for the valuation of city brand. There are but a
few concrete researches in this particular field, and hence this paper examines and researches
reasons for branding cities and tries to set the theoretical framework for measuring – valuating the
city brand. Financially, it is very important to be able to assess the extent to which marketing, budget
and economic efforts invested in the creation of the brand have contributed to the newly created value
of the city.

Keywords

city branding; brand valuation; development of local economy

Hrčak ID:

57915

URI

https://hrcak.srce.hr/57915

Publication date:

1.7.2010.

Article data in other languages: croatian

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