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This chapter introduces readers to the importance and principles of measuring Nation Brand or Place Brand performance. It starts with defining the key performance indicator (KPI) and arguing why any such KPI must be SMART. Further, it considers the differences between Nation and City Branding and Nation and City Marketing KPIs, with industry insights providing valuable context and examples of measurement in real life. Finally, the chapter notes the challenges of measuring Nation and Place Branding performance.

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Key Performance Indicators (KPIs) for Nation and Place Branding

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  • 发表日期：

    2026年

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  • Jose Filipe Torres,
  • Richie Karaburun

摘要

This chapter introduces readers to the importance and principles of measuring Nation Brand or Place Brand performance. It starts with defining the key performance indicator (KPI) and arguing why any such KPI must be SMART. Further, it considers the differences between Nation and City Branding and Nation and City Marketing KPIs, with industry insights providing valuable context and examples of measurement in real life. Finally, the chapter notes the challenges of measuring Nation and Place Branding performance.