ABSTRACT
Effective policies and strategies always need to define clear objectives and develop careful thinking about the persons, businesses, or communities being addressed. Otherwise, there is a high risk of wasting the resources mobilised. Regarding place branding and marketing, one of the main issues to address involves the measures to be taken, which should reflect both a public-policy perspective and a specific place-development perspective. This points to the necessary monitoring and evaluation effort that places should make to assess the use of their resources and the success or failure of the actions and projects implemented. This chapter presents three types of evaluation that can be conducted in this regard: first, evaluation at the policy level; second, evaluation of communication strategies (regarding primarily place branding); and third, marketing strategies (regarding mainly place marketing). These approaches are complementary but cannot all be conducted in the same way.
