ISSN: 1648 - 4460

International Journal of Scholarly Papers


Transformations  in
Business & Economics

Transformations in
Business & Economics

  • © Vilnius University, 2002-2012
  • © Brno University of Technology, 2002-2012
  • © University of Latvia, 2002-2012
City Brand Equity as One of the City Sustainable Development Indicator
Magdalena Florek

ABSTRACT. This research paper aims to link together the city brand concept and city development, especially in the sustainability context. Since the long term sustainable development goals are concurrent with the goals that city branding aims to achieve, it is argued in the paper that city brand equity might serve as an indicator for its development. It enables the comparison of city development and performance from a marketing perspective over time as well as between cities. The research has been designed in order to develop a universal model of consumer-based city brand equity and to empirically assess the dimensions of city brand equity and their importance. As an example, two Polish cities were used for which the model was tested and brand equity was calculated.

KEYWORDS: place brand equity, city branding, place marketing development.

JEL classification: M31.

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Scholarly papers Transformations in Business & Economics
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