Evaluating place brand identity implementation: an assessment model for dynamic contexts

Abstract

Purpose – This study aims to address the challenge of evaluating place brand identity implementation over time in dynamic local contexts. Using the case study of the Vision Naturno 2030+, it proposes a conceptual model grounded in design science research (DSR) to assess how the intended place brand identity is enacted through governance, public discourse and stakeholder perception. Design/methodology/approach – The study applies Hevner’s three-cycle model of DSR to develop a multi-method evaluation model integrating expert interviews, a mixed-method questionnaire, social media analysis and strategic document review. The model is developed as an evaluative extension of Botschen et al.’s (2017) Brand-driven Identity Development of Places (BIDP) framework, addressing the original framework’s limited capacity for structured monitoring and adaptive feedback. Findings – The application of the model in Naturno reveals strong institutional alignment with the Vision across strategic instruments and community initiatives but also exposes gaps in public communication and tourism governance. The model enables iterative learning and supports a more adaptive, stakeholder-informed management of place brand identities. Originality/value – This study makes a dual contribution. First, it extends the BIDP framework by integrating an evaluation dimension, addressing the broader gap in place branding literature concerning the absence of systematic mechanisms for assessing brand identity implementation. Second, it demonstrates how DSR can be used in management contexts to construct theory-informed, practice-validated tools for managing place brand identity in dynamic, stakeholder-rich contexts, with particular relevance for rural and tourism-impacted settings.