This article is sourced from the paper “Elements of Perception” by Jose Filipe Torres, which explores the fundamental factors shaping how Nations and Cities are perceived around the world. In this article, we take a closer look at how Bloom Consulting’s research, combining academic rigor with global collaboration, led to the development of standardised Nation and City Branding Taxonomy Models that define and measure Perception Elements influencing Place reputation.
To gain a deeper understanding of the research framework, you can access the full paper by Jose Filipe Torres in the Elgar Encyclopedia of City and Place Branding.
Why perception matters and what is it missing
Why do some Countries or Cities leave lasting impressions, while others struggle to stand out? Perceptions shape how we choose where to live, travel, invest, or build relationships. Yet until recently, no unified framework existed to systematically evaluate the impact of these perceptions.
For decades, Nation and City Branding has been debated and discussed across disciplines. Academics, consultants, and policymakers have agreed on its importance, but have disagreed on how to measure its success. Without a common method or tool, subject matter experts lacked a way of assessing the impact of branding actions, policies, or even resilience in times of crisis.
The research journey
In 2022, Bloom Consulting set out to answer a fundamental question – what constitutes perceptions about countries and global cities? This resulted in a series of Technical Reports named Nation and Place Branding Impact on Place Economies. Collaboration was essential. The study itself was conducted by Bloom Consulting in partnership with City Nation Place, 66 industry experts worldwide, and academic institutions including the Advisory Board for the Scientific Supervision composed by Universitat Pompeu Fabra, Universitat Pompeu Fabra, Universitat Autònoma de Barcelona, and Universitat de Salamanca. Using a Delphi method approach, diverse perspectives were gathered to define perception elements that shape countries and cities.
Key findings
Through multiple Delphi rounds, experts reached consensus on the core Perception Elements shaping collective views.
For Countries: Governance and Internal Policies, Foreign Affairs, Mitigation of Global Causes, Economy and Business Ecosystem, Products and Services, Culture, Heritage, and Art, Sports, Urban and/or Rural Environment, Natural Assets and Scenery, Education System, Society and Values, Well-being and Healthcare, Safety and Crime.
For Cities: City Management and Public Policies, City Diplomacy, Mitigation of Global Causes, Economy and Business Ecosystem, Product and Services, Culture, Heritage, and Art, Sports, Urban and/or Rural Environment, Natural Assets and Scenery, Education System, Society and Values, and Safety and Crime.
These results were consolidated into two structured models: Bloom Consulting Nation Brand Taxonomy Model© and Bloom Consulting City Brand Taxonomy Model©. Each model evaluates perception on a 5-level scale: ranging from “Extremely Negative” to “Extremely Positive”.
Why it matters
For the first time, these models provide a standardised framework to evaluate perceptions of nations and cities. For policymakers, they can align branding strategies with policy objectives. For practitioners, they facilitate informed decision-making, ensuring brand efforts are measurable, comparable, and resilient across global audiences.
By embedding Nation Brand and City Brand Taxonomy Models, leaders can systematically monitor reputation, identify strengths and weaknesses, and design strategies that resonate with global audiences.
Conclusion
Perceptions matter. They influence how nations and cities thrive in dimensions such as Tourism, Talent, Investment, Prominence, and Exports. With the Elements of Perception research, Bloom Consulting has taken a decisive step toward clarity in a field long marked by debate. The question at hand is not whether perceptions will influence the future, but rather how leaders will effectively manage and enhance them using these models.
Cite article: Bloom Consulting (2026): Measuring What Truly Matters: The Role of KPIs in Nation and Place Branding. Bloom Consulting Journal, 14 January. Available at: https://www.bloom-consulting.com/journal/perception-elements-nation-city-branding
