Impact of nation and place brands on the local and global economy

THE IMPACT OF NATION AND PLACE BRANDS ON THE LOCAL AND GLOBAL ECONOMY report provides a definitive answer to the economic impact a positive perception has on your place.

While place branders know how essential reputation is to the success of your place, it’s historically been hard to prove conclusively the economic impact. There are just too many variables – until now.

Bloom Consulting - in partnership with City Nation Place - have successfully demonstrated the correlation between perception and economic performance. Download the report to discover:

How much perception accounts for tourism receipts, FDI inflows, and talent migration
What an increase in perception correlates to in terms of economic benefits
How much perception of place accounts for in global GDP
A practical formula to apply these findings to your own place brand

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Katarzyna Nałysz-Safuryn, Research and Data Specialist, Visit Gdansk:

“Congratulations on the entire project - I think it is one of the most interesting projects we have participated in as an organization. I am very impressed by the substantive concept, and I feel proud that data from Gdańsk is part of this study. I hope that the publication of this material will trigger discussions on the importance of promoting and image of cities and countries. Congratulations once again and thank you for inviting me to participate.”

Jose Filipe Torres, CEO, Bloom Consulting:

" It works! After more than 20 years in this field, we at Bloom Consulting have finally found scientific evidence demonstrating that Nation and Place Brands impact economies. This will be a game changer for the Nation and Place Branding sector, and we hope this study will foster innovation, and be used as scientific evidence for practitioners around the world to demonstrate to policymakers the importance of their Nation and City brand. This research was made possible thanks to the collaboration of over 100 countries and cities that participated in the study, as well as City Nation Place, for recruiting the experts in the sample, and the scientific committee, which includes Universitat Pompeu Fabra, Universitat Autònoma de Barcelona, and Universidad de Salamanca. Thank you!"

Clare Dewhirst, Director, City Nation Place:

“It has been a privilege to be involved in a study that lays the foundation for a more rigorous, scientific understanding of the impact of place branding on our place economies. Whilst place reputations are centuries old, the strategic management of place reputations is comparatively in its infancy; this research will be pivotal in advocating for the importance of place branding at the highest levels.”

José Fernández Cavia, Universitat Pompeu Fabra

"This study is an empirical demonstration of how general perceptions among the public influence not only their attitudes towards a country or city but also the economic performance of these places. This technical paper from Bloom Consulting is methodologically sound and provides valuable insights for Nation and Place brand managers. A bold endeavour and an inspiring result. It was a pleasure to support and supervise this project scientifically."

Want to learn more? Don't miss our other resources to help you improve your place brand and marketing strategies:

Structure and governance for place branding and marketing

Discover the pros and cons of different approaches in this report packed with quantitative insights, exlcusive interviews with place leaders, and recommendations from industry experts.

Place Branding: Solving the measurement challenge.

How place brand and marketing teams are investing in data and research to shape their strategies, engage stakeholders, and stay ahead of the curve.

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