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1、City Index 2023The worlds most comprehensive research study on perceptions of city brands3ContentsContents3About Brand Finance4Get in Touch4Brand Finance City Index 20238Introduction12Methodology 16Executive SummaryLondon is crowned as the worlds best city brand 22The Halo vs.Horn Effect.Do Domestic
2、 Perceptions Lag International Perceptions:A Case Study of Nine US Cities.126What Drives Consideration of City Brands?28City Brand Spotlights Cape Town34 Montral 36Prague38Regional Analysis Africa42ASEAN45Benelux47Brazil48Canada51China52DACH(Germany,Switzerland and Austria)55France56India58Italy61La
3、tAm62Middle East65Nordics66Poland68Portugal70Spain73Romania75Sri Lanka76Turkey78United Kingdom80United States83Brand Finance Network45Brand Finance is the worlds leading brand evaluation and strategy consultancy.We bridge the gap between marketing and finance Brand Finance was set up in 1996 with th
4、e aim of bridging the gap between marketing and finance.We have been measuring and advising how to boost nation brands and corporate brands for over 25 years.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants i
5、n England and Wales,and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671.We quantify the financial value of brands We put 5,000 of
6、the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish nearly 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visu
7、al identity,to tax and accounting,to public diplomacy and crisis communications.We understand the importance of sharing a brands story to reach business objectives.We advise DMOs how to boost their place brands Brand Finance has been conducting an annual Nation Brands study on the worlds most valuab
8、le and strongest nation brands for nearly 20 years.It has provided key benchmarks for diplomats,tourism boards,trade agencies,nation brand consultants and managers.The Global Soft Power Index expands on that methodology to provide an all-round view of perceptions of nation brands.The Brand Finance C
9、ity Index does the same for city brands.Understanding those perceptions is key for national,regional,city,and corporate brands to achieve success internationally,allowing to identify strengths and weaknesses and to improve growth strategies going forward.The stronger the place brands perceptions,the
10、 greater its ability to attract investments,market its products and services,promote tourism,and invite talent.to attract investments and market its products and services.About Brand FinanceGet in TouchFor all enquiries,please contact:Konrad JagodzinskiPlace Branding Director,Brand FArtur Bryzghalov
11、Place Branding Associate,Brand F 7389 9400For more information,please visit our website: City Perceptions Report provides a full breakdown of your city brands performance in all metrics of the Brand Finance City Index,both on a global level and on a country-by-country basis.Each report includes expe
12、rt recommendations for improving your city brand perceptions and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownCity Perceptions ReportBenefitsVisit www.brandfi email enquiriesbrandfi InsightStrategyBenchmarkingEducationCommunicationUnder
13、standing89Score 84.6Brand Finance City Index 2023The worlds top 100 cities,scored out of 100LONDONNEW YORKScore 83.0PARISScore 79.7LOS ANGELESScore 78.6SYDNEYScore 77.9SINGAPOREScore 77.5TOKYOScore 77.0SAN FRANCISCOScore 76.3Score 75.8AMSTERDAMScore 75.7MIAMIScore 73.6TORONTOScore 73.3BARCELONAScore
14、 73.2ROMEScore 72.5CHICAGOScore 72.2MELBOURNEScore 72.1ZURICHScore 72.0BERLINScore 71.8MILANScore 71.5BOSTONScore 71.0MANCHESTERScore 70.9GENEVAScore 70.7MADRIDScore 70.7VIENNAScore 70.7VANCOUVERScore 70.7LUXEMBOURGScore 70.5OSAKAScore 70.4ABU DHABIScore 70.4MUNICHScore 70.3STOCKHOLMScore 70.2COPENH
15、AGENScore 70.0SEATTLEScore 69.3HAMBURGScore 69.2LIVERPOOLScore 69.0DUBLINScore 69.0FRANKFURTScore 69.0HOUSTONScore 68.7BRUSSELSScore 68.6MONTREALScore 68.4EDINBURGHScore 68.2HONG KONGScore 68.1SEOULScore 67.6LISBONScore 67.5ROTTERDAMScore 67.2OSLOScore 66.8AUCKLANDScore 66.7BANGKOKScore 66.6DALLASSc
16、ore 66.1PRAGUEScore 65.8HELSINKIScore 65.1Brand Finance City Index 2023DUBAI 234567895272829303373839404474849501 Brand Finance Plc 2023 Brand Finance Plc 20231011Brand Finance City Index 2023 Brand Finance Plc 202351 BUDAPESTScore 64.552 PERTHS
17、core 64.453 KUALA LUMPURScore 64.354 SHANGHAIScore 64.355 ATHENSScore 64.256 LYONScore 64.257 MARSEILLEScore 63.658 BEIJINGScore 63.259 MEXICO CITYScore 62.960 CAPE TOWNScore 62.961 SAINT PETERSBURGScore 62.962 WARSAWScore 62.963 MOSCOWScore 62.564 ISTANBULScore 61.665 DOHAScore 61.466 SANTIAGOScore
18、 61.167 CAIROScore 60.768 BUCHARESTScore 60.569 RIO DE JANEIROScore 60.470 JAKARTAScore 60.371 ANTALYAScore 60.272 JOHANNESBURGScore 59.773 SHENZHENScore 59.674 CHONGQINGScore 59.675 SAO PAULOScore 59.5 Brand Finance Plc 202376 CASABLANCAScore 59.377 JEDDAHScore 59.278 RIYADHScore 59.179 BUENOS AIRE
19、SScore 59.080 IZMIRScore 58.681 MACAUScore 58.382 MANILAScore 58.383 COLOMBOScore 58.184 JERUSALEMScore 58.085 GUANGZHOUScore 57.486 ZAGREBScore 57.287 ALMATYScore 57.288 BOGOTAScore 56.989 CHENGDUScore 56.890 LAGOSScore 56.791 TEL AVIVScore 56.392 HANOIScore 56.293 NANJINGScore 55.894 NAIROBIScore
20、55.195 NEW DELHIScore 54.896 BANGALOREScore 54.897 DHAKAScore 54.598 MUMBAIScore 53.599 KYIVScore 53.2100 KARACHIScore 50.9Brand Finance City Index 202312IntroductionI am pleased to announce the launch of a new Brand Finance report on place branding,specifically focusing on city branding.This new re
21、port adds to Brand Finances extensive track record in the field of place branding and complements our annual reports on Nation Brands and Soft Power,which are widely recognized as industry benchmarks.The purpose:to emphasize the importance of city brands and the benefits of possessing a valuable and
22、 robust city brand.The study demonstrates that familiarity is the foundational element when it comes to creating a solid and effective city brand.To achieve a comprehensive evaluation of city brands in our ranking,in addition to measuring familiarity,respondents were asked about the overall reputati
23、on and their personal perception of each city regarding its suitability for living,local work,remote work,studying,retiring,visiting,and investing.The evaluation of preferences across these seven dimensions was supplemented with perceptions of 45 underlying attributes of the city brand,grouped into
24、seven pillars such as Business and Investment or Sustainability and Transport.As a result,we have obtained one of the most comprehensive sources of information available for city brand creators to base their strategies.Cities that successfully develop a solid and positive city brand benefit in vario
25、us ways.The first that comes to mind is the brands ability to attract tourism,investment,and talent.A positive city brand has a significant impact on tourism and the ability to attract visitors.An attractive and favourable image of a city sparks peoples interest in exploring its cultural attractions
26、,heritage,cuisine,and everything it has to offer.Satisfied visitors become ambassadors for the city,sharing their experiences and recommending the destination to other potential travellers.Strong city brands also attract investment,businesses,and economic opportunities,creating an environment conduc
27、ive to development and growth.They enhance global competitiveness,foster entrepreneurship,and encourage the establishment of companies in the locality,leading to new job opportunities and attracting global talent.I am particularly proud to also announce that London has been chosen as the best city i
28、n the world,scoring the highest in many dimensions of the study,followed by New York and Paris.My congratulations to all three cities.However,a well-established city brand possesses many other powers,as revealed by this study.A successful city brand contributes to improving the perceived quality of
29、life in the city,as demonstrated by Zurich being perceived as the Best City to Work Locally and Remotely,Best City for Retirement and Investment,Sydney being considered the best city to live in,Barcelona recognised for its friendly people,or Miami being selected as the best city for Livability by su
30、rvey respondents.All these factors,in turn,can attract tourism,investment,and talent,while strengthening the sense of belonging among current residents to prevent their departure.We hope that this report is the first of many,contributing to generating discussions about the value of place brands and
31、becoming a point of reference for decision-makers.At Brand Finance,we firmly believe in their value and that a city with a shared identity and vision internally and externally fosters a sense of pride and belonging among its residents,while creating opportunities for an international audience.Based
32、on this foundation,our experts work on building city brands through strategic and actionable processes,establishing short-term tactics,as well as long-term goals and objectives,in action plans that promote sustainable urban development.The Brand Finance City Index thus becomes a guiding force that d
33、irects the decisions and actions of the city,providing coherence and direction in its growth.David Haigh Chairman and CEO,Brand Finance1415 01Methodology1617The Brand Finance City Index,a comprehensive ranking of the worlds top 100 city brands,is the result of a global survey conducted in April 2023
34、.Nearly 15,000 individuals from 20 countries spanning all continents participated in this extensive study,aiming to gauge public perceptions of these influential urban centers.It is worth noting that the Index focuses exclusively on the perspectives of foreign respondents,omitting domestic perceptio
35、ns to ensure comparability among the top 100 cities.However,domestic perceptions were also measured and are available for the 20 countries and 59 cities included in the research.In order to provide a thorough assessment of the city brands featured in the ranking,the survey delved beyond mere familia
36、rity.Respondents were asked to express their opinions on the overall reputation of each city and their personal consideration of it as a place to reside,work locally,work remotely,study,retire,visit,or invest in.MethodologyMethodology.Education&ScienceGreat publicly funded schoolsGreat private schoo
37、lsGreat universitiesLeader in science and technologyGovernanceGood governance(respects law,high ethical standards,lowcorruption)Low crime and terrorism threatCitizens participate in governanceLow bureaucracyEasy to get a visaPeople&ValuesTrustworthyOpen and welcomingFunFriendlyCity with a strong ide
38、ntity/character/civic prideDiverse/multiculturalSustainability&TransportClean city that cares for the environmentGreat national and international connectivity(rail,road,water and air)Green spaces and recreationEasy to get around by public transportEasy to get around by bicycleEasy to get around by c
39、arCulture&HeritageGreat shopping,restaurant,and nightlifeRich history and heritageBeautiful architectureGreat museums and art galleriesGreat theatres and music venuesOutstanding cultural festivalsFamous sports teams and clubsLiveabilityAffordable city(housing,education,cost of living)Appealing lifes
40、tyleSpeaks a language I understandNice weatherAccessible and good quality healthcareAccessible to the elderly and people with disabilitiesGreat city for people with petsReliable and accessible internet connectivityBusiness&InvestmentCity of global significance(financial hub,strategic location and ti
41、mezone)Strong and stable economyEasy to find employmentAttractive personal taxationGreat for start-ups and innovationsEasy to do business inFuture growth potentialAttractive corporate taxationAccess to skilled workforceThis approach aimed to capture a holistic understanding of how these cities are p
42、erceived across multiple dimensions of daily life and decision-making.The Brand Finance City Index incorporates a broad range of measures,which in combination provide a balanced and holistic assessment of cities appeal,reputation and consideration on the global stage.These include:+Familiarity:Refer
43、s to the level of knowledge,recognition,and awareness that individuals have about a particular city or brand.In the context of the Brand Finance City Index,familiarity represents the extent to which respondents in the survey were familiar with or knowledgeable about a specific city brand.It measures
44、 how well-known and recognized a city is among the surveyed individuals+Reputation:Is this city deemed to have a strong reputation globally?I+Consideration:Is this city considered by you as a place to reside,work locally,work remotely,study,retire,visit,or invest in?In+To augment the evaluation of p
45、references across these seven dimensions,the survey also gathered perceptions regarding 45 specific attributes associated with each city brand.These attributes were grouped under seven pillars,namely Business&Investment,Liveability,Culture&Heritage,People&Values,Sustainability&Transport,Governance,a
46、nd Education&Science.The inclusion of these underlying city brand attributes offered further insights into the strengths and qualities associated with each city.City brands ranked in the IndexPerceptions of 100 city brands were included in the research programme over 20 markets:Australia,Brazil,Cana
47、da,China,France,Germany,India,Indonesia,Italy,Japan,Mexico,Nigeria,Saudi Arabia,South Arabia,South Korea,Spain,Turkey,the United Arab Emirates,the United Kingdom and the United States.Business&InvestmentLiveabilityCulture&HeritagePeople&ValuesSustainability&TransportGovernanceEducation&ScienceReputa
48、tionFamiliarityConsiderationLiveWork locallyWork remotelyStudyRetireVisitInvestKey Performance Indicators:Reputation&Considerationfor each of the 7 dimensions of city brand activity 45 Attributes across 7 pillars of city brand perceptionsBrand Finance City Index Methodology(Figure 1)Brand Finance Pl
49、c 2023Brand Finance City Index Attributes Brand Finance Plc 20231819100 City Brands15,000 Respondents20 Markets of Research Methodology.Questionnaire Each respondent was shown a random sub-set of city brands drawn from the 100 included in the Index and asked about their Familiarity.For countries abo
50、ut which the respondent had some knowledge,we obtained a detailed assessment of reputation,consideration,and performance on 45 characteristics representing the core 7 dimensions and 7 pillars.Across each city sample,the 100 city brands were rotated to ensure that all cities were assessed globally.Su
51、rveys were conducted in the major languages of each country.The Brand Finance City Index provides unparalleled insight into the perceptions held by both residents and outsiders regarding 100 city brands across 20 distinct markets.This comprehensive study serves as a valuable resource for cities,prov
52、iding them with a foundation to develop strategies aimed at attracting residents,workers,remote workers,students,retirees,tourists,and investors.By understanding how their brands are perceived,cities can shape their future endeavours and enhance their global standing in an ever-evolving landscape.Fi
53、eldwork and samplingAn online survey was conducted among a sample of 600-1,000 adults aged 18-75,in each of the 20 countries.As such,our national sample is representative of the online population of each country.Fieldwork Method Panel selection and management was conducted by Savanta.Quotas were app
54、lied by age,gender,and(in panel markets)region in line with the online population profiles of each country.Global total scores were calculated by combining city results using the following weights:+50%the one country one vote rule,accounting for the sovereignty and differences between the multitude
55、of countries around the world.+50%the size of the online population aged 18-75,with in effect the opinions of the residents of large countries.2021 02Executive SummaryLondon is crowned as the worlds best city brand With a score of 84.6/100,London tops the inaugural Brand Finance City Index,based on
56、a global survey of 15,000 New York and Paris are close behind in 2nd and 3rd among 100 cities in the ranking Dubai proves its reputation as the top city brand in the Middle East,claiming a place in the global top 10 Zurich leads rankings as the best city in the world to work locally,work remotely,in
57、vest,and retire,but low familiarity undermines its potential2322The inaugural Brand Finance City Index has been concluded after several months of original research and analysis and is the worlds most comprehensive global survey of city perceptions.The research programme sought the opinions of nearly
58、 15,000 individuals from 20 countries across the globe.The result is a unique insight into both residents and outsiders perceptions of 100 city brands which provides a baseline for strategies to attract residents,workers,remote workers,students,pensioners,visitors,and investors.To arrive at a compre
59、hensive assessment of the city brands in the ranking,the survey asked the respondents about their general impressions and perceptions of Familiarity,Reputation and their personal Consideration of each city as a place to live,work locally,work remotely,study,retire,visit,or invest in.This distinctive
60、 methodology has created a precise toolkit to help each city understand its key strengths and weaknesses and develop appropriate strategies accordingly.No 1.London takes the crownCompeting with a powerful set of rivals,London secured the top spot in this new ranking.With a top score of 84.6 out of 1
61、00,Londons brand perceptions surpassed those of every other city included in the study.Londons performance can be attributed to the citys widespread familiarity among respondents from all corners of the globe.Familiarity is defined in the study as the knowledge acquired through repeated exposure or
62、direct experience,fostering a deeper connection and affinity towards a particular brand.Coming first on this particular measure,London has a huge advantage over its peers,with the global ubiquity of English language and huge cultural media events,particularly in connection with the Monarchy,reinforc
63、ing its success in the ranking overall as the worlds best city.Knowing a city allows the public to form positive perceptions about it to recognise its reputation and to consider it as the preferred place to live,work,study,retire,visit,or invest.High familiarity means a deeper understanding of its q
64、ualities and a broader reach of its appeal,allowing the city to draw significant economic benefits from inbound migration,investment,and tourism.Renowned as a hub for academic excellence,London is ranked as the best city globally to study.The British capital hosts top universities such as University
65、 College London,Kings College London,Imperial College London,and the London School of Economics,while prestigious schools in and near London that prepare for university like Eton and Harrow attract students from around the world.It is no surprise that the city comes 1st globally for great universiti
66、es and great private schools.Thanks to iconic landmarks like the Houses of Parliament,Buckingham Palace,and the Tower of London,and renowned cultural institutions like the British Museum,National Gallery,and the West End theatre district,London is a prime tourist destination.Londons top global ranki
67、ng as the best city to visit,is supported by its 3rd place for great museums and art galleries and great theatres and music venues.Londons appeal can also be attributed to its strong identity and character,where London ranks 3rd globally.No 2.New York The Big Apple pipped to top spot New York City h
68、as secured 2nd spot,behind London,with a Brand Finance City Index score of 83.0 out of 100.NYC also Executive SummaryKonrad Jagodzinski Place Branding Director,Brand Financeranks 3rd globally in Familiarity and boasts 2nd spot in three out of the seven key dimensions:invest,study,and visit.Widely re
69、garded as the global capital of finance,NYC ranks 2nd behind only Zurich as the best city to invest in.It comes 1st for the city of global significance,easy to do business in,and strong and stable economy attributes,which explains its appeal to investors.Home to several of the worlds most esteemed u
70、niversities-including Columbia,NYU,and the City University of New York the Big Apple has also been recognised as the 2nd best city in the world to study in behind only London.It is 2nd for the great universities and leader in science and technology attributes,comes 4th for great private schools,but
71、falls much behind London on great publicly funded schools,ranking 41st overall.In general,NYC is perceived as the least affordable city in the ranking,coming 100th.Ranking 1st for great shopping,restaurants and nightlife and 2nd for great theatres and music venues,home to Fifth Avenue shops and Broa
72、dway theatres,NYC lives up to its name as the city that never sleeps.As a result,NYC ranks as the 2nd best city in the world to visit.No 3 Paris-In vogue Paris rounds off the podium,coming 3rd in the ranking with a score of 79.7 out of 100.Paris is also ranked as the worlds 2nd most familiar city.24
73、25Complementing its strong Familiarity score,the City of Love is also ranked as the 3rd best city in the world to visit.Boasting an abundance of renowned attractions,including the Eiffel Tower,the Louvre Museum,and the Moulin Rouge,Paris unsurprisingly scores better than any other city in the Cultur
74、e&Heritage pillar,ranking 1st globally for beautiful architecture,great museums and galleries,and great theatres and music venues.The French capital also performs strongly in People&Values,ranking 2nd globally for being open and welcoming,fun,and having a strong identity and character,but falling be
75、hind on being friendly where it ranks 25th perhaps in line with pre-existing perceptual stereotypes.Dubai proves its reputation as the top city brand in the Middle East Ranking 1st across the Middle East&Africa and 9th overall,Dubai comfortably makes the top 10 of the worlds best-perceived cities,wi
76、th a score of 75.8/100.Dubai has gained a reputation as the City of Gold for being a major shopping destination for jewellery,but this title has grown to describe the citys role in finance and trade more broadly.Dubai has performed well across multiple Business&Investment attributes,ranking 1st for
77、future growth potential,2nd in strong and stable economy,and 3rd behind only New York and London as a city of global significance.More cities from outside Europe and North America have performed well in the ranking too.From Australia,Sydney ranks 5th overall,standing out as the best city to live in,
78、2nd best to work and retire in,3rd best to study and invest in,and 5th best to visit.Singapore,6th in the ranking,and Tokyo,7th,are the best perceived cities from Asia.Singapore boasts strongest perceptions globally as great for startups and innovations as well as clean and sustainable.It is also 2n
79、d for easy to do business in,and 3rd for both strong and stable economy and future growth potential.At the same time,Tokyo ranks 1st as the global leader in science and technology.Zurich leads rankings as the best city in the world to work locally,work remotely,invest,and retire,but low familiarity
80、undermines its reachZurich is a highly desirable destination to work locally,work remotely,invest,and retire,claiming the top spot for each dimension.The city scores exceptionally well on Reputation(4th)and Consideration(1st)when considering all seven dimensions combined too,but a low score on Famil
81、iarity(53rd)prevents it from taking a higher spot in the overall ranking(17th).Zurich is a great example of a city brand successful in converting familiarity and perceptions into reputation and ultimately consideration.Executive Summary.More so than for other cities,those that get to know Zurich,fee
82、l persuaded by its appeal as a destination,especially for work,investment,and retirement.Much like Swiss watch brands,Zurich is a“luxury city brand”with a lower familiarity among the public,but a high regard among those that know it well.The trade-off of this positioning is a more modest reach than
83、that of more popular city brands,such as London,New York,or Paris.2627In the latest Brand Finance City Index,nine American cities have achieved an impressive position within the top 50 best-perceived cities out of 100 global cities ranked.The index,however,only looks at perceptions of non-domestic a
84、udiences.It is widely believed that the views of domestic respondents tend to differ from the perceptions of the outside audience.In this article,we will uncover how domestic perceptions of American cities differ from international perceptions and why matching internal and external perceptions shoul
85、d be one of the top priorities of city-branding strategies.Figure 1 shows the geographical distribution of the cities,ranging from the East Coast to the West Coast.The following cities were covered in the research:Boston,New York,Miami,Chicago,Houston,Dallas,Los Angeles,San Francisco,and Seattle.1Th
86、e Halo effect is when one positive trait about something is used to make an overall judgment of that thing.The Horn effect is a type of cognitive bias that happens when an individual makes a snap judgment about something on the basis of one negative trait.The Largest and the Smallest Perception Gaps
87、According to a weighted average of 59 attributes,the highest perception gap currently exists for Los Angeles,New York,and San Francisco(see Figure 2).International audiences see these cities as more appealing for studying,working,investing,retiring,visiting,and permanently relocating than domestic r
88、espondents.This is great news for Los Angeles,which will be hosting the 2028 Olympic Games.By leveraging the attributes where Los Angeles outperforms,such as diverse and multicultural(40%),great shopping,restaurants,and nightlife(39%),and appealing lifestyle(38%),global communication campaigns can b
89、e tailored to achieve a higher number of visits.The smallest perception gap observed is in Dallas,Boston,and Miami.This outlines that the views,on average,are quite similar.The only significant difference is the views of affordability of Dallas according to domestic audience,which perceives Dallas a
90、s more affordable compared to the international audience.This is an important finding,as cities that strive to attract businesses and talent from abroad must ensure that perceptions of outsiders align with the factual reality of their city.Once such issues are identified,the next step is to work on
91、informational campaigns aimed at correcting those biases.ConclusionDomestic respondents are brand ambassadors of their own nations as well as the cities in which they live,study,or visit.Perception gaps,left unmanaged,create potential reputational risks for such cities abroad,and their management sh
92、ould be one of the top priorities among the Destination Marketing Officers.To find out more about what attributes your city might have a significant perception gap on,request your own City Perceptions Report by emailing Although,after a thorough analysis,domestic audiences tend to have stronger opin
93、ions on Culture&Heritage,Livability,and People&Values.Pillar PerformanceWhen it comes to pillar performance,New York leads among 5 pillars according to the international audience,while Dallas is the leading city across 3 pillars according to the domestic audience.San Francisco is considered the most
94、 sustainable US city,according to respondents from 20 countries,while domestically it is believed to be Seattle.Local WorkUsing regression analysis to identify the drivers of consideration and reputation to work locally,US respondents perceive affordability,participation in governance,and good gover
95、nance as the top 3 drivers.When we plot(Figure 4)the performance of Dallas and New York domestically and internationally,the perception gap is tilted towards the international views.Artur Bryzghalov Place Branding Associate,Brand FinanceThe Halo vs.Horn Effect.Do Domestic Perceptions Lag Internation
96、al Perceptions?A Case Study of Nine US Cities.45LosAngelesNew YorkSanFranciscoChicagoSeattleHoustonMiamiBostonDallasDomestic PerceptionsInternational PerceptionsDomestic vs.International Perceptions of US Cities(Figure 2)Brand Finance Plc 2023Brand Finance City Index-US Edition(Figure 1)B
97、rand Finance Plc 2023Pillar performance(Figure 3)AttributeBest City DomesticallyBest CityInternationallyReputationBostonNew YorkConsiderationDallasNew YorkBusiness&TradeDallasNew YorkCulture&HeritageNew YorkNew YorkEducation&ScienceBostonNew YorkGovernanceDallasSeattleLiveabilityMiamiMiamiPeople&Val
98、uesMiamiMiamiSustainabilitySeattleSan Francisco Brand Finance Plc 2023City Performance on Top 3 Drivers of Consideration&Reputation(Figure 4)Brand Finance Plc 202325 20 15 10 5 0 5 10 15 20 25DallasNew York International Perception Domestic PerceptionThe Halo1 vs.Horn Effect2.Do Domestic Perceptions
99、 Lag International Perceptions:A Case Study of Nine US Cities.16%25%16%6%19%14%18%6%20%14%23%13%2829The Brand Finance City Index measures consideration and reputation perceptions from a global audience of consumers to map key performance indicators for city brands.Specifically,consideration and repu
100、tation are asked across 7 core dimensions ranging from studying to retiring in a city.To gain further insight,the general public is then prompted with a list of 45 attributes which are categorized into 7 pillars(see Figure 1 page 16)and asked to identify which they would associate with the cities th
101、ey are familiar with.Delving further into the data behind the index we can see what drives stronger levels of consideration,and thus revealing levers that can be pulled to improve the desirability of a city to relevant audiences.To achieve this,we run relative importance regression analysis on consi
102、deration and reputation against the 45 attributes to define the most important drivers across the 7 dimensions.Insight can be elevated further by applying a lens of segmentation,looking at the results amongst various demographic groups to create action plans for targeting specific audiences.Generati
103、onal Similarities and ContrastsAttracting people from different generations may seem more multifaceted than it is.Looking at Baby Boomers and Gen Z for example,there are quite a few similarities in driving consideration for a city as a destination to live.Both generations place a high importance on
104、attributes which fall under the People&Values and Liveability pillars,such as trustworthiness and offering an appealing lifestyle.Katrina Rogala Analytics Manager,Brand FinanceWhat Drives Consideration of City Brands?What Drives Consideration of City Brands?Top 5 Consideration Drivers among Baby Boo
105、mersAppealing LifestyleTrustworthyClean city that cares for the environmentAffordable city(housing,education,cost of living)Strong and stable economy Brand Finance Plc 2023Top 5 Consideration Drivers among Gen ZTrustworthyAppealing lifestyleGreat universitiesStrong and stable economyGreat city for p
106、eople with pets Brand Finance Plc 2023Top 3 Liveability AttributesBaby BoomersGen Z1Appealing lifestyleAppealing lifestyle2Affordable cityGreat city for people with pets 3Nice weatherAccessible and good quality healthcare Brand Finance Plc 2023Of course,they are not entirely without differences.Baby
107、 Boomers place a higher importance on Business&Investment,with attributes such as having a strong and stable economy and ease of finding employment showing up in their top 10 drivers.Gen Z,while also valuing a strong and stable economy,place greater importance on Education&Science attributes,unsurpr
108、isingly considering their life stage.While the Liveability pillar has highest importance to both generations when considering a city to live in,each generation places a different importance on the attributes within that pillar,highlighting some interesting differences.Diverse Country-Level Perspecti
109、ves Residents from different countries show a great variety in what drives them to consider a city to work locally from.Taking respondents from the US and China for example and looking at the top 10 drivers reveal distinctively different results.Chinese respondents are much more balanced between the
110、 7 pillars when considering a city to work in,while American respondents are skewed towards Business&Investment and Governance,with 3 pillars not appearing in their top 10 drivers at all.Top 10 Drivers of Consideration to Work Locally by Pillar US residentsChina residents0 20 40 60 80 161
111、196544 Liveability Business&Investment Culture&Heritage Sustainability&Transport People&Values Education&Science Governance Brand Finance Plc 20233031What Drives Consideration of City Brands?What Drives Consideration of City Brands?Top 5 Consideration Drivers among Residents in the US Brand Finance
112、Plc 2023Affordable city Attractive corporate taxationGreat private schoolsCitizens participate in governanceEasy to get a visa Brand Finance Plc 2023Top 5 Consideration Drivers among Residents in ChinaSpeaks a language I understandAttractive personal taxationEasy to get around by bicycleBeautiful ar
113、chitectureDiverse/multiculturalInvestment:Top 10 Drivers of Consideration by Pillar Brand Finance Plc 2023Business&TradeLiveabilityEducation&SciencePeople&ValuesTourism:Top 10 Drivers of Consideration by Pillar Brand Finance Plc 2023People&ValuesLiveabilityBusiness&TradeEducation&ScienceCulture&Heri
114、tageSustainabilityLooking inside the pillars at the specific attributes,Business&Investment is one which residents in both China and the US broadly agree on.Both place high importance on attractive taxation laws and a work culture which promotes start-ups and innovations.Within Governance,both count
115、ries agree that it is important to have citizens which engage in governance.US residents additionally look for ethical governance and low corruption as well as easy visa applications.Attracting Investors vs TouristsDespite Investment and Tourism being quite different dimensions,one could argue that
116、attracting tourism is the first step to increase familiarity as well as consideration in the other dimensions.Rarely does one move to live in,retire in,or invest in a city without having visited it first.Aside from looking at demographic segments we can also target groups by activities they engage i
117、n.In this case looking at people who frequently invest as well as those who frequently travel to see what drives their consideration when choosing to invest in or visit a city.Naturally,Business&Investment is the most important pilar in attracting investment.Low ImportanceReinforce strong associatio
118、nsMonitor trendsUnlock relevance of unique characteristicsHigh PerformanceArea of focusHigh ImportanceLow PerformanceImportance vs.performance analysis of Drivers Brand Finance Plc 2023The area of focus will be where an attribute has high importance among the target group,but the city brand has poor
119、 association with that attribute.Finding the right balance between practicality and impact will be key in building achievable goals and improving consideration among the target audience.Perhaps more surprising is that both investors and tourists place similar importance on the Liveability of a city
120、with attributes such as an appealing lifestyle and a common language coming in strong on both sides.In fact,out of the 10 top drivers of consideration for investment and tourism,four are held in common:+Trustworthy+Strong and stable economy+Speaks a language I understand+Appealing lifestyle Identify
121、ing your area of focus to build consideration After defining the target audience and understanding what drives them,it is important to understand current perceptions among the target audience of the city brand.This will provide a clear picture of where the city brand differentiates itself and what n
122、eeds focus,reinforcement,and monitoring.Top 5 Consideration Drivers among InvestorsEasy to find employmentGreat private schoolsTrustworthyStrong and stable economyGreat for start-ups and innovations Brand Finance Plc 2023Top 5 Consideration Drivers among TouristsAppealing lifestyleTrustworthyFriendl
123、yFunStrong and stable economy Brand Finance Plc 2023 03City Brand Spotlights3534Cape TownCape Town has been named the best city brand in the whole continent of Africa by a global audience of respondents in the Brand Finance City Index.What are the key projects and campaigns that Cape Town Tourism ha
124、s initiated to help the city stand out from the crowd as a destination?We launched our most important initiative to date the landmark Find Your Freedom immersive travel experience.The interactive interface uses game-style graphics to empower global travellers to choose their Mother City adventure,ba
125、sed on the guide they identify with the Fearless Foodie,Nature Warrior,or Urban Adventurer.It is a first-of-its-kind concept which uses the latest digital technology to immerse viewers in unique Cape Town choice-driven video experiences.You choose your guide.You choose your adventure.It is an intera
126、ctive journey from start to finish.This campaign has played a significant role in saving Cape Towns tourism industry from the adverse effects of the global pandemic.The campaigns innovative thinking has generated an impressive R147 million in direct and indirect expenditure and created approximately
127、 755 employment opportunities.The city comes 15th globally for affordability and 20th for nice weather,ticking off two important attributes for a city brand to be considered a great place to visit.What are some of the challenges for attracting visitors to Cape Town and what do you do to overcome the
128、m?Safety of visitors is always a challenge for us.We remind travellers to exercise a continued level of vigilance,as they would when visiting any other major city in the world and encourage visitors to make use of the various tools and resources available to equip them for an incident-free holiday a
129、nd peace of mind wherever they go.These include:+TravelWise programme:TravelWise Cape Town is an official source of information to help Cape Town on its journey to being a truly responsible tourism destination,while maintaining its reputation for world-class tourism.Included in the eight responsible
130、 tourism priorities is the Safety pillar which has a collection of tools and resources to ensure visitors are safe when in Cape Town.On arrival,you are provided with the most up to date safety information,emergency contact numbers and safety tips while out and about in the Mother City.+The Namola Ap
131、p:Another way Cape Town Tourism equips visitors is through the safety response app,Namola.The main aim of this partnership is to give visitors and locals peace of mind wherever they go.Namola is an app that pinpoints your location,immediately gives you an emergency operator to talk to,and gets you t
132、he help you need and does so speedily.Namola is free to download and can be accessed easily from your smartphone.If you have safety concerns or need help immediately,just open the app and tap.It is that simple.The app then uses your phones GPS location to tell nearby responders who you are and where
133、 you are.Trained operators will confirm details and dispatch help from near-by police,sentinels or other emergency officials.+The Band-Aid programme:Cape Town Tourisms Band-Aid Programme provides assistance to visitors who may be in distress during their stay in the Mother City.Should one of your gu
134、ests be the unfortunate victim of crime in the city,they can assist in facilitating whatever may be required,including the replacement of lost documents,victim support counselling,assistance in providing emergency accommodation,assistance in laying a charge with SAPS and contacting banks in the even
135、t of bank card fraud.Enver Duminy CEO,Cape Town Tourism34Cape Town Tourism is an organisation that puts a great emphasis on accountability and brand measurement.How can understanding stakeholder perceptions and regular brand valuation help inform a city brand strategy and bring about economic benefi
136、ts?In a recent collaboration with Brand Finance,the value of the Cape Town Tourism brand stands at an impressive R1.896 billion.This accounts for 9%of the Mother Citys R20 billion tourism industry,cementing its status as a top-ranked African city brand.As a globally recognised and awarded Destinatio
137、n Marketing and Management Organisation,we are committed to maintaining and enhancing both the city and its global reputation.Our brand valuation exercise has been invaluable,giving us an idea of how our top source markets perceive the Mother City and where our gaps are,and now we can focus on bridg
138、ing those gaps to make sure we are always a destination that is accessible and welcoming of all.3637MontralAs a brand manager for a culturally unique city in North America,how do you position Montrals city brand in comparison to other Canadian cities and what distinguishes it from the rest?We have f
139、ound great success by tapping into Montrals European character:we position the city to investors,talent and international organizations as a strategic entrance to the American market for Europeans,and a city with a European flavour for Americans.Montral is a thriving,cosmopolitan and international e
140、conomic hub.With more than 140 languages spoken,its population is the most bilingual and trilingual in Canada.It is also home to a unique community of international organizations,third after New York and Washington D.C.in terms of concentration.As a city with an excellent public transit system and i
141、n a province with important fiscal advantages linked to sustainability,what are your key objectives in communicating that message internationally and do you see a change in how potential investors or residents think about the environment?Reducing our carbon footprint has become the foundation of eco
142、nomic development.As the citys economic promotion agency,we have a duty to promote the local incentives related to sustainability.The good news is that the work started long ago.In fact,you could go as far back as the 1960s and point to the construction of hydro dams which,today,provide clean,renewa
143、ble energy to all of Qubec and beyond.Furthermore,Montrals public transit system is excellent,and it is further developing with the upcoming inauguration of the Rseau Express mtropolitain,an 100%automated and electric train.With that message,we seek to attract investment projects from various fields
144、 or expertise,from aerospace to the construction industry to artificial intelligence and life sciences,with one objective in mind:invest in Montral to develop a solution that will contribute to decarbonizing our economy.In the Brand Finance City Index,Montral is perceived as great for start-ups and
145、innovation,ranking 17th globally and above Toronto and Vancouver in Canada.How important is the tech sector to your citys economy?The tech sector and,more specifically,our artificial intelligence ecosystem,constitutes a major asset to develop the economy of the future.Lets take the life sciences and
146、 health technologies sector as an example.In the past five years,many important players in that sector have chosen Montral because of its expertise in artificial intelligence.Companies like Biome,Roche and Servier are interested in applying the latest technology to develop the most precise therapeut
147、ic solutions.Most(if not all)of them collaborate with the local ecosystem,which includes startups like Fem Threapeutics,founded by Negin Ashouri while she was still a graduate student at McGill University.We are also seeing aerospace,cybersecurity and technocreative(gaming,VFX)companies invest in Mo
148、ntral to tap into its tech ecosystems to develop cutting edge software related to their respective fields.Hence,the tech sector has allowed those two local ecosystems to grow and remain at the forefront of the latest innovations.Christian Bernard Vice President,International Talent,Marketing and Com
149、munication,Montral International363839PraguePrague has been named the best city brand in Central and Eastern Europe,largely thanks to its popularity as a destination to visit.Are there plans at Prague City Hall to leverage these positive perceptions in order to attract more talent and investment alo
150、ngside visitors?We understand that if Prague wants to maintain its competitiveness,it is necessary to strengthen its reputation abroad and holistically communicate its position as a progressive and modern metropolis.We have exciting plans in motion to capitalize on our popularity as a tourist destin
151、ation and attract more talent and investment.In the fall,we will be launching a public tender for a new place branding strategy for the City of Prague.This tender will be open to branding agencies and consultants from around the world to create a shared understanding of what Prague is and how it sho
152、uld be communicated.Our goal is to showcase Prague as an enticing place to live,study,work,and invest,emphasizing the vibrant lifestyle,cultural heritage,and excellent educational institutions in the Czech capital.The city ranks high globally for Sustainability&Transport(29th),especially for being e
153、asy to get around by bicycle(25th)and public transport(26th),as well as for green spaces and recreation(25th),and as a clean city that cares for the environment(28th).What role does sustainability play in Pragues development strategy?Pragues commitment to sustainability is at the heart of its develo
154、pment strategies.The city has devised two key plans for future sustainable development that serve as a roadmap for the citys future development.Pragues dedication to creating a greener,cleaner,and more livable urban environment for both residents and visitors is exemplified by these strategies.Pragu
155、es vision to address climate change and reduce greenhouse gas emissions is defined in the Climate Plan 2030.It sets ambitious targets and outlines specific measures to achieve a more sustainable and resilient city,emphasizing the importance of energy efficiency,waste management,green spaces and sust
156、ainable transportation to mitigate the impacts of climate change.Additionally,Circular Prague 2030 focuses on fostering a circular economy within the city.By transitioning to a circular economy model,Prague seeks to reduce resource consumption and promote sustainable production and consumption pract
157、ices.Our goal is nothing less than to reduce CO2 emissions by 45%by 2030 and achieve carbon neutrality by 2050.Prague counts among the top 10 most affordable cities in the world according to the global audience of respondents in the Brand Finance City Index.How do you strike a balance between promot
158、ing perceptions of affordability and quality?In Prague,we firmly believe that affordability and quality go hand in hand.Visitors and residents alike can immerse themselves in a wide range of affordable and high-quality activities that Prague has to offer.Prague is a treasure trove of cultural wonder
159、s waiting to be explored.Everybody can delve into our rich heritage by visiting world-class museums,historical sites,and iconic landmarks,all at budget-friendly prices.The city also offers a vibrant arts and entertainment scene,with affordable options ranging from theatre to live music,visual art or
160、 cinema.When it comes to dining,Prague caters to diverse tastes and budgets.From cosy cafes to authentic Czech restaurants,people can enjoy our delicious local cuisine without breaking the bank.Nevertheless,nature enthusiasts will find solace in numerous green spaces and parks with many opportunitie
161、s for relaxation,recreation,and a chance to connect with nature.Lucia Legathova Economic Diplomacy Specialist,City of Prague38 04Regional Analysis4243AfricaCape Town named Africas best city brand;Johannesburg close behindCape Town is ranked as Africas best city brand and 60th globally,followed by Jo
162、hannesburg in 72nd spot.Cape Towns position as a continental leader can be attributed to its status as South Africas most visited city,with a high Reputation and consideration as a destination to visit.The citys natural beauty,with its stunning coastline,mountains,and diverse landscapes,make it one
163、of the worlds most attractive tourist destinations.The city offers a rich history and heritage,ranking 33rd for being diverse and multicultural.It also ranks 15th for affordability(affordable city)and 18th for nice weather,further enhancing its popularity amongst tourists from around the world.While
164、 Cape Town continues to face socioeconomic challenges,it ranks positively for the attribute of future growth potential,in 18th position globally.This is largely attributed to its growing tourism industry,which presents opportunities for economic growth and job creation.Further,Cape Towns strategic l
165、ocation as a major port and transportation hub in South Africa offers a gateway to trade and investment opportunities,especially with emerging markets in Africa.Below Cape Town and Egypts Cairo(67th),Johannesburg is ranked as the 72nd best city brand in the world and 3rd in Africa.Experiencing highe
166、r crime rates compared to other areas in South Africa,Johannesburg is held back by a relatively low ranking for perceptions of crime levels low crime and terrorism-(76th).On the other hand,like Cape Town,Johannesburg also ranks highly for future growth potential,at 25th globally.Although not as popu
167、lar as Cape Town among tourists,Johannesburg is widely recognised as the economic powerhouse of South Africa and a significant financial and business hub in Africa.The city has a strong and stable economy,a large and skilled workforce access to skilled workforce-,and many universities.Moroccos capit
168、al Casablanca,Lagos in Nigeria and Nairobi in Kenya complete the African cities in the ranking.Casablanca,ranked 76th globally and with a score of 59.3 out of 100,scores well in terms of consideration for working locally and remotely,investing,studying and visiting,as well as in the attributes affor
169、dable city(27th)and low bureaucracy(57th).Lagos,with an overall 90th position,performed good in easy to do business in(53rd)and access to skilled workforce(46th)while Nairobi,ranked 94th out of 100 got their best punctuation in the attributes low bureaucracy(53rd),easy to get a visa(11th),both among
170、 the Governance pillar and as an affordable city(42nd).With its exceptional beauty and extraordinary diversity,South Africa is truly a remarkable nation that enjoys a lively reputation for tourism.South African cities must continue to focus on promoting their vibrant cultural scenes,sustainable urba
171、n development,and investment in infrastructure.Further,by prioritising safety,inclusivity,and social equality,South African cities can create welcoming environments that encourage tourism and promote more positive global perceptions in the coming years.Jeremy Sampson Managing Director,Brand Finance
172、Africa424445ASEANSingapore beats major cities Tokyo and Hong Kong Singapore ranks impressively for ASEAN nations in the ranking followed by Bangkok follows in 47th,Kuala Lumpur is 53rd,Jakarta is 70th,Manila 82nd and Hanoi is 94th.Singapore is the shining star for ASEAN city brands ranked 6th global
173、ly,as well as 5th for local work and 6th for remote work.It also performs strongly in the investment dimension(Best Cities to Invest),ranking 5th globally.Singapores government invests heavily in education and training,producing a highly skilled and educated workforce across various industries.Furth
174、er,Singapore is strategically located as the gateway to the broader Asia-Pacific region,making it an attractive destination for businesses and investors looking to tap into the regions potential.Singapore is also ranked 1st for the attribute of being a clean city that cares about the environment.Sin
175、gapore has strict laws and regulations in place to maintain cleanliness,while public education on environmental responsibility is conducted from a young age.Largely attributed to its strong performance across the dimensions of work,study and visit,Singapore is the 11th most familiar city globally-Fa
176、miliarity-.Thailands capital Bangkok follows not far behind in 16th position.While ranked 47th overall,it boasts one of the Asia-Pacific regions most thriving tourism industries and performs well in the People&Values pillar;ranked 9th for being fun and 10th for being friendly.Kuala Lumpur follows no
177、t too far behind in the overall ranking at 53rd and ranks 46th for Business&Investment.Further,while way down in the ranking at 70,Jakartas performance is pulled up by its ranking in 43rd position for business and investment.Manila,the capital of the Philippines,is ranked 82nd in the ranking.While K
178、uala Lumpur and Bangkok rank 1st and 2nd respectively for being affordable cities,Manila also scores well in 19th position.These cities are known for having lower costs of living,affordable transport and attractions,and cheaper accommodation,making them attractive spots for young people and tourists
179、 from Western nations.We can make one final comment for Hanoi which,while ranked 94th overall,is making some positive moves in the Business&Investment pillar,ranked 74th.Hanoi is emerging as a city to watch in terms of attracting Western tourists.With their diverse cultures,growing economies,and inn
180、ovative urban landscapes,ASEAN cities are beacons of progress,fostering connectivity,sustainability,and resilience at their core of their city brands.Singapores world-class infrastructure and investment opportunities position it as a global leader,setting the pace for economic progress.Additionally,
181、the surge in tourism has become a catalyst,propelling economic growth throughout the entire region.Alex Haigh Managing Director,Brand Finance Asia-Pacific4746Konrad Jagodzinski Place Branding Director,Brand FinanceAmsterdam is a leading light amongst peers Ranking 1st across the Benelux region as we
182、ll as 10th globally,Amsterdam makes the top 10 of the worlds best city brands.With a score of 75.7/100,Amsterdam scored strongly for key metric Consideration(4th),however,weaker Familiarity(17th)across some of the markets included in the research is undermining its overall rank in the index.Despite
183、this,Amsterdam is clearly a very appealing city,ranking 2nd for its People&Values,and Sustainability&Transport,and scoring highly for attributes such as great shopping,restaurant,and nightlife(8th);appealing lifestyle(3rd);friendly(3rd);and fun(5th).The citys vibrant and inclusive atmosphere has cre
184、ated a welcoming environment,making it an attractive destination for those seeking an environmentally conscious lifestyle.Luxembourg,ranking 26th,is the 2nd best city brand in the region.Luxembourg performs well in Governance(7th)and Business&Investment(13th),ranking ahead of Amsterdam on both,and c
185、laiming top spots globally on a number of attributes,including 1st in low bureaucracy,2nd in attractive personal taxation,and 5th in attractive corporate taxation.Belgiums Brussels(38th)as well as the Netherlands Rotterdam(44th)are also included in the study,and sit firmly amongst the top 50 city br
186、ands globally.Brussels was ranked 16th as a city of global significance and 14th for Governance,owing to its position as the administrative centre of the European Union.Rotterdam was hindered by weaker levels of Familiarity,ranking 68th out of 100.However,it outperformed Amsterdam for business and t
187、rade(Rotterdam 27th,Amsterdam 37th),as well as performing well for Governance(10th),and Sustainability&Transport(10th).The Benelux region accounted for four cities included in the Brand Finance City Index,with Amsterdam coming out on top,and sitting amongst the top ten cities globally.Amsterdams app
188、eal lies in its vibrant atmosphere,inclusive values,and commitment to sustainability.However,increasing familiarity will be crucial for not only Amsterdam,but also Luxembourg,Brussels,and Rotterdam in enhancing their perceptions as leading city brands on the global stage.Benelux4948Rio de Janeiro an
189、d So Paulo show potentialBrazil has great potential to attract tourists,immigrants,direct investment,and generate higher exports through the image of its cities.This is the case with both Rio de Janeiro and So Paulo,the only Brazilian cities ranked in the top 100 global cities where Rio de Janeiro i
190、s ahead of So Paulo in only two categories:overall category and Best Cities to Visit.In the criterion of museums,arts,and cultural galleries,So Paulo ranks above Rio de Janeiro,with the former in the 69th position while the latter is only in the 91st position.So Paulo is a city rich in street art,wi
191、th globally acclaimed graffiti artists.It is clear that upon entering the city of So Paulo,people are struck by its buildings covered in graffiti throughout.Similarly,So Paulo surpasses Rio de Janeiro in terms of perception of major theatres and musicals.The large number of establishments that ensur
192、e the artistic quality of the capital city places it in a better position in this criterion.Notable is the Sala So Paulo,the main centre for classical music in Brazil,hosting performances by renowned classical musicians as well as historic encounters with MPB(Brazilian Popular Music)artists.Rio de J
193、aneiro stands out in the perception of outstanding cultural festivals,ranking as the 2nd highest-rated city in this criterion.With its multifaceted and plural artistic culture,the city secures the 2nd position in the ranking for this criterion.So Paulo,on the other hand,ranks 33rd.Another criterion
194、where Brazilian cities are well evaluated is their leadership in sports teams-famous sports teams and clubs-.Rio de Janeiro,with its famous teams Flamengo,Botafogo,Fluminense,and Vasco,ranks 16th,while So Paulo follows closely in the 18th position with its prominent teams such as So Paulo,Corinthian
195、s,and Palmeiras.Moreover,it is from this city that major clubs from other sports are introduced to the world.Brazil has room for improvement as a stable and economically strong country,attributes that are closely linked to public policies and governmental measures that establish the countrys macroec
196、onomics.In terms of economic criteria,Brazil also has room to enhance the skills of its workforce through incentives for education and professionalization of its population.Similarly,the tax legislation is not favourable to Brazilian cities when compared to other global cities.Brazil operates with h
197、igh tax rates at the federal,state,and municipal levels,making its cities less attractive in this regard.This hampers the perception of growth and stability,resulting in lower scores in these criteria compared to evaluated cities.On the other hand,Brazil is a country rich in culture,personal values,
198、and natural beauty.These are the criteria where its cities are highly evaluated.In the criterion of Culture&Heritage,Rio de Janeiro ranks 38th and So Paulo ranks 61st,positions above their overall rankings.Brazilian cities have significant opportunities for improvement in their brand perception.In s
199、everal criteria,Brazilian city brands are poorly evaluated,highlighting the urgent need for more analytical work between public policies and society to enhance their image worldwide.The advantage for Brazil and its cities is that we have ample media exposure,and significant positive changes can quic
200、kly impact the image of our cities.Rio de Janeiro,with its natural beauty,relevant historical and cultural heritage,and being one of the main centres of development in Brazil since its colonization,ranks 69th overall.Rio de Janeiro is one of the most important financial and commercial hubs in Brazil
201、 with a unique location between the sea and the mountains.The city of Rio de Janeiro receives a good rating when it comes to its nightlife,restaurants,and lifestyle,ranking 33rd.What will be of concern,however,is Rio de Janeiros lowly ranking in the key attributes of schools,education,science,and te
202、chnology.Here it ranks last,in the 100th position.Low-quality schools and a weak relationship between the public and private sectors anchor the city at the bottom of the ranking.A closer collaboration between the public and private sectors,as well as more incentives for education,will be necessary f
203、or Rio de Janeiro to improve in this aspect.Rio de Janeiro is also at the bottom of the public safety ranking,as national and international media present a reality of crime that creates a very negative perception of Rio in this criterion.So Paulo,with its cosmopolitan culture and vertical architectu
204、re,ranks 75th in the overall ranking.It is the financial heart of Brazil,with the highest concentration of strategic headquarters of major companies,and it is also the most populous city in the country.With icons of cosmopolitan lifestyle along its major avenues such as Avenida Paulista and Brigadei
205、ro Faria Lima,So Paulo has remained one of the main cities in Brazil since its colonization.Despite being home to the countrys best university,the University of So Paulo,the city of So Paulo does not fare well in the ranking criteria for top global universities.Education in Brazil and the evaluated
206、Brazilian cities is a sensitive area that needs improvement.So Paulo also receives a poor evaluation in the criterion of public safety,as crimes occurring in the city,especially in the downtown area,contribute to its negative rating in this aspect.Public security policies need to be better implement
207、ed so that Brazilian cities can climb the perception ranking.BrazilEduardo Chaves Managing Director,Brand Finance Brazil5051Laurence Newell Managing Director,Brand Finance AmericasThree Canadian cities feature strongly:Toronto,Vancouver,and MontrealToronto leads the way in 12th,with a score of 73.3
208、out of 100.Toronto has performed consistently well across many of the pillars and attributes,a testament to the all-round strength of the Canadian powerhouse.The citys performance in Business&Investment is commendable,sitting in 7th overall.This strong performance is thanks to a number of factors,in
209、cluding the citys 5th ranking for future growth potential and 7th position for Best Cities for Investment.Toronto offers favourable conditions for both domestic and foreign investors,thanks to its strategic location,skilled workforce,and supportive government policies.The city is also an ideal desti
210、nation for retirees,having secured the 7th spot in this dimension-Best Cities for Retirement-.With an array of recreational and cultural activities,coupled with top-notch healthcare services,Toronto offers an exceptional quality of life for seniors.Furthermore,Toronto is recognised as the 9th Best C
211、ity to Live in,highlighting its desirability as a residential destination.Torontos perception as the 7th Best City to Study in is well-deserved,given its thriving academic environment.The city is home to several world-renowned universities,including the University of Toronto,York University and Toro
212、nto Metropolitan University.Representing the Canadian west coast,Vancouver secures its position as the 25th best city brand in the world,with a score of 70.7 out of 100.Providing ample opportunities for recreation,education,and socialisation,Vancouver is an attractive destination for families and in
213、dividuals alike reflected in its 8th place ranking for Liveability.Ranking 17th for being open and welcoming,Vancouver is perceived to be an inclusive and accepting city that fosters acceptance and understanding,making it an attractive destination for people from a variety of backgrounds.For those c
214、onsidering retirement,this city is an excellent option reflected in its top 10 positions for both the accessible to the elderly and people with disabilities attribute and the accessible and good quality healthcare attribute.Vancouvers strong performance in the local job market,ranking 13th,reflects
215、the positive perceptions of a thriving employment sector for its residents.The citys unemployment rates surpass the national average,and its diverse range of opportunities spanning healthcare,education,and technology further bolster its appeal as a prime destination for attracting and retaining high
216、-calibre professionals.Additionally,Vancouvers 12th rank for Best City for Remote Work demonstrates its adaptability to the evolving work landscape,solidifying its reputation as a flexible and attractive hub for professionals seeking remote employment opportunities.The city of Montral has been recog
217、nised as the 39th best city brand in the world,receiving a score of 68.4 out of 100.Known for its dynamic and versatile job market,Montral boasts a major strength in its ability to accommodate both local and remote workers.It ranks 18th and 20th for its appeal to these respective groups,underscoring
218、 its reputation as a hub for career opportunities.The citys diverse industries,such as aerospace,gaming,and tech,have played a crucial role in attracting professionals seeking to establish successful careers in Montreal.Moreover,Montral has established itself as a desirable destination for retirees,
219、ranking 17th overall.Perceptions of it being accessible to the elderly and people with disabilities is also commendable,coming in 23rd place.Canada5352Hong Kong is Chinas top city brand while Chongqing outshines counterparts for several attributesHong Kong has claimed the title of Chinas best global
220、 city brand and is the 41st best city brand in the world.The ranking also saw eight other major Chinese city brands ranked within the worlds top 100 city brands:Shanghai at 54th,Beijing at 58th,Shenzhen at 73rd,Chongqing at 74th,Macau at 81st,Guangzhou at 85th,Chengdu at 89th and Nanjing at 93rd.Hon
221、g Kongs global standing has been under the microscope in recent years with highly visible disputes between protestors and police.These troubles continue to be a very significant drag factor on overall perceptions.However,the resilience of the city remains and its ranking was boosted by high position
222、s for Familiarity(9th in the world),and city of global significance(10th)a testament to its international recognition and appeal.Renowned as one of Asias biggest financial hubs,Hong Kong possesses a favourable tax regime,a simple listing process and a good regulatory framework which is highly attrac
223、tive for foreign investors.The city brand looks forward to a period of political stability and robust economic recovery this year with the lifting of travel restrictions.Dubbed the“mountain city”of China,Chongqing is a rising force to be reckoned with.Although it sits in 74th place within our rankin
224、gs,the city brand consistently outperformed its Chinese counterparts in the Index in other areas.On critical KPIs such as and Reputation(51st)and Consideration(28th)the city performed strongly Chongqing secured top position among Chinese city brands on key pillars such as Governance(18th),Education&
225、Science(35th),Livability(36th).Moreover,Chongqing shone in the Business&Investment pillar as well,securing 1st and 3rd positions globally for the attributes attractive personal taxation and easy to find employment.Shenzhen was the top Chinese city brand for Business&Investment(16th),ranking within t
226、he top 10 for the attributes easy to find employment(4th),great for start-ups and innovations(5th),access to skilled workforce(6th)and easy to do business in(10th).The city brand possesses a large population of young,budding workers and is a highly attractive destination for employment and businesse
227、s,making it one of Chinas economic powerhouses.Other city brands that posted strong results were Beijing and Shanghai,which are renowned for their world-class universities.The two city brands scored well for leader in science and technology,claiming 4th and 5th positions respectively.Meanwhile,Cheng
228、du emerged as the leader among Chinese city brands for sustainability(53rd),also ranking first for easy to get around by bicycle(8th).Nanjing,Guangzhou,and Macau also performed well for attractive corporate taxation coming in 10th,31st and 38th positions in the world respectively.Guangzhou also perf
229、ormed well on attributes such as easy to do business in(15th)and access to skilled workforce(15th)while Macau stood out on attributes such as fun(35th)low bureaucracy(51st)and welcoming(57th)among others.ChinaScott Chen Managing Director,Brand Finance China5455Berlin is Germanys highest ranking city
230、,rich in culture and familiarityRanking 1st across German cities,Berlin(18th globally)sits strongly in the top 20 of the worlds best city brands.With a score of 71.8/100,Berlin is a highly desirable destination to invest,study,and live.As a significant historical site,Berlin also performs well in te
231、rms of Culture&Heritage,ranking 13th in rich history and heritage,14th in great museums and art galleries,and 16th in great theatres and music venues.These attributes are all contributors towards Berlins ranking of 13th for Familiarity.Munich(29th),Hamburg(33rd),and Frankfurt(36th)are also included
232、in the study.Along with Berlin,these cities are recognised for their general reputation for Education&Science,all ranking within the top 25.Zurich earns top 20 spot,Geneva and Vienna follow close behind Zurich sits strongly in the top 20 of the worlds best city brands with a score of 72/100.The Swis
233、s city is a highly desirable destination to work locally,work remotely,invest,and retire,claiming the top spot for each dimension.The city scores exceptionally well on Reputation(4th)and consideration(1st)when considering all seven dimensions combined too,but a low score on Familiarity(53rd)prevents
234、 it from taking a higher spot in the overall ranking(17th).The city confirms its position as a highly sought-after destination for those seeking local employment(Best Cities to Work Locally),remote work opportunities(Best Cities to Work Remotely),investment prospects(Best Cities to Invest),and retir
235、ement havens(Best Cities for Retirement).This distinction attests to the citys exceptional appeal,drawing individuals from far and wide to its flourishing shores.When evaluating Zurichs overall performance,its Reputation ranks a commendable 4th,a testament to the citys standing and esteem.Additional
236、ly,Zurich triumphs in the realm of Consideration,securing an indisputable 1st place.However,the city falls short in terms of Familiarity,placing a modest 53rd in this aspect.It is this drawback that prevents Zurich from ascending even higher in the ranking,settling for an impressive 17th position.Ge
237、neva(22nd),as well as Zurich,is recognised for its general Reputation for Education&Science,both ranking within the top 20.Zurich topped the ranks again with great publicly funded schools(1st)and great private schools(3rd,with Geneva close behind in 5th).Vienna,ranking 24th overall,is the only Austr
238、ian to be included in the ranking.Vienna also performed strongly on pillars of Culture&Heritage(8th),People&Values(10th)and Sustainability&Transport(18th).However,although Vienna offers an appealing lifestyle and fabulous heritage,the Austrian city ranked poorly on Business&Investment(75th),specific
239、ally attributes of future growth potential(85th)and affordability(75th).Ulf-Brn Drechsel Managing Director,Brand Finance DACHDACH(Germany,Switzerland and Austria)5756Paris charms the world to take 3rd placeParis ranked 3rd in the world with a score of 79.7 out of 100.Paris is recognized as the 2nd m
240、ost familiar(Familiarity)city brand in the world by respondents and the 3rd Best City to Visit.With a multitude of renowned attractions,Paris naturally outperforms any other city in the Culture&Heritage pillar,ranking 1st globally for its magnificent architecture,excellent museums and galleries,as w
241、ell as its superb theatres and concert halls.The French capital also achieves good results in People&Values,ranking 2nd globally for open and welcoming and fun,as well as in city with a strong identity/character/civic pride.However,it ranks 25th in terms of friendliness(friendly),possibly in line wi
242、th certain stereotypes.As the third largest city in France,Lyon surpasses Marseille in all criteria and ranks 2nd among the best-perceived French cities.More significantly,the former capital of the Gauls outperforms Paris in the following areas:best cities for local work,best cities for remote work,
243、as well as best cities for investment and retirement.Marseille,as the 57th best global city,lags behind its Mediterranean counterparts such as Barcelona(13th)or Rome(14th),with respective scores of 73.2 out of 100 and 72.5 out of 100,mainly due to a less pronounced tourist appeal.Bertrand Chovet Man
244、aging Director,Brand Finance FranceFrance5859IndiaAjimon Francis Managing Director,Brand Finance IndiaNew Delhi clinches title as Indias top city with Bangalore and Mumbai following closely behind Ranking 1st across India as well as 95th globally,New Delhi is ranked amongst the top 100 of the worlds
245、 best city brands.With a score of 54.8/100,New Delhi outperformed fellow Indian cities included in the ranking in terms of Familiarity on the global stage,ranking 57th.As the capital city of India,this higher familiarity result is unsurprising,and has likely also contributed to the citys 48th positi
246、on for the attribute City with a strong identity/character/civic pride.Owing to its numerous iconic landmarks such as the Red Fort,India Gate,and Jama Masjid,New Delhi was also the highest ranked Indian city in terms of beautiful architecture.Bangalore,ranking just behind New Delhi in 96th,is the 2n
247、d best city brand in India.Bangalore out-performs its fellow Indian cities in terms of business and innovation related metrics.For example,it performs well in Business&Investment and Education&Science,ranking globally 66th and 74th respectively.This is supported by solid scores in attributes such as
248、 great for start-ups and innovations(24th),26th for attractive corporate taxation,59th for easy to do business with,and 64th for future growth potential.Mumbai(98th)is the final Indian city included in the study.Weaker Liveability across some of the markets included in the research is undermining it
249、s overall rank in the index.Respondents did however acknowledge Mumbai as an extremely affordable city(8th),with readily available access to a skilled workforce(18th).The city also performed well in terms of rich history and heritage(46th)and outstanding cultural festivals(32nd).Although ranking fai
250、rly low,the Indian cities of New Delhi,Bangalore and Mumbai are clearly performing well across many of the metrics examined in the study.As India continues to grow both in terms of population and influence on the global stage,these cities are likely to further prosper as dynamic and culturally diver
251、se metropolises,boosting their influence and perception around the world.6061Massimo Pizzo Managing Director,Brand Finance ItalyRome and Milan among the top 20Rome ranks 14th,with a score of 72.5 out of 100.Rome is the 6th most well-known city in the world and performs particularly well in terms of
252、historical and cultural attractiveness,ranking 4th globally.It is one of the most attractive cities from a tourist perspective.For instance,Rome is the worlds 1st city in terms of Culture&Heritage,and 22nd in architectural beauty,and museums.On the other hand,Rome ranks 98th out of 100 cities analys
253、ed for Business&Investment.Specifically,it is positioned between 94th and 98th place across the nine measures that make up the Business&Investment indicator.Milan ranks 19th among the top 100 cities worldwide analysed.Milan is much less known than Rome,as it is only 22nd in this sub-ranking.Milan ra
254、nks 5th,just below Rome,in terms of Culture&Heritage,and it ranks eighth for architectural beauty.Milan surpasses Rome in overall reputation and attractiveness.It is highly regarded for its cultural festivals,shopping,and nightlife.While it does not have significant weaknesses like Rome,it does not
255、perform particularly well in the Governance aspect.For example,Milan is perceived to have a relatively high crime rate.Rome and Milan have performed particularly well among the 100 cities analysed.These results confirm the good business opportunities for all brands representing Italy.Brand Finances
256、analysis is a tool that could further support both Italian cities in improving their image and reputation to enhance business and tourism.Italy6362Pilar Alonso Ulloa Managing Director,Brand Finance Iberia&South AmericaLatAmSeven Latin American cities among the best in the world.Mexico City,Santiago
257、de Chile,Rio de Janeiro,Sao Paulo,Buenos Aires,and Bogot are the top city brands in Latin America.The historical and cultural heritage,internationally recognized and admired gastronomy,unique natural spaces,and the warmth of its people make Mexico City an unmatched city.As the countrys financial and
258、 business centre,it is a highly attractive city,and this new analysis demonstrates that it has worked hard to be well-perceived as a city brand internationally.This study reveals the attributes that,with effort,can be improved to further enhance its international position.With a score of 59 out of 1
259、00,Mexico City emerges as the best-perceived city in Latin America.At position 23 in terms of Familiarity,Mexico City is a well-known and recognized city worldwide as the capital of Mexico and the largest city in the country,with a population of over 9 million inhabitants.Rich in history and culture
260、,it boasts many important sites and monuments that attract visitors from around the world,such as the Metropolitan Cathedral,the National Palace,the Constitution Square(known as the Zcalo),and the ancient Aztec temples and pyramids on the outskirts of the city.According to the study,it achieves the
261、highest score among Latin American cities in terms of rich historical heritage(37th place).Mexico City is also famous for its vibrant cultural and gastronomic scene,with a wide variety of museums,art galleries,restaurants,and bars that offer a unique and authentic experience.It ranks 22nd in the att
262、ribute of fun just behind Rio de Janeiro(8th)and Buenos Aires(21st),and 15th in terms of outstanding cultural festivals.Additionally,it is an important economic and financial centre in Latin America,making it a place of great significance in terms of business and international trade.Santiago de Chil
263、e is perceived as the Latin American city with the greatest growth potential in Latin America(63rd).Santiago is known for being a modern and cosmopolitan city with a vibrant nightlife and a wide range of cultural options,from theatre and opera to cinema and live music,ranking 58th in terms of great
264、shopping,restaurants,and nightlife.One of Santiago de Chiles most well-known tourist attractions is the Andes mountain range,located on the outskirts of the city.This mountain range is renowned for its breath-taking panoramic views and its proximity to ski resorts and outdoor activities,attracting m
265、any tourists to the city.It ranks 66th in the attribute of green spaces and leisure.Culture and heritage,relevant sports teams and clubs,natural spaces,and a wide range of leisure and tourism options are some of the most valued attributes of Latin American cities among the international public.Howev
266、er,they are still far from the top positions in the overall ranking of best-perceived cities.Buenos Aires is a diverse and cosmopolitan city with a rich history and culture,unique architecture,a wide range of cultural offerings,and a lively nightlife,making it an attractive tourist destination for m
267、any international visitors.The capital of Argentina is known for its unique architecture,blending European and Latin American styles.It receives the highest score among Latin American cities in the ranking for the attribute of beautiful architecture(48th)and 44th in terms of Culture&Heritage.The cit
268、y has numerous museums,theatres,and art galleries,as well as a wide range of musical offerings and a variety of gastronomic options.However,tango is undoubtedly one of the most well-known cultural aspects of Buenos Aires.Ranked 22nd in the ranking for famous sports teams and clubs,Buenos Aires is kn
269、own as the birthplace of Argentine football and is home to some of the countrys most famous clubs,such as Boca Juniors and River Plate.Football matches in Buenos Aires are often highly exciting and attract fans from around the world.Bogot is a leading city in innovation and entrepreneurship in Latin
270、 America,with a thriving business ecosystem and a series of government policies and programs aimed at fostering business and technological development.According to the study,Bogot is the highest-ranked city in the region for Business&Investment(62nd)and ranks 75th in terms of ease of doing business
271、in that pillar.In the 69th and 75th positions of the worlds best-perceived cities,two Brazilian cities stand out:Rio de Janeiro and Sao Paulo.Ranked 45th in terms of Familiarity,just behind Mexico City(23rd),Rio de Janeiro is known for its Carnival,the Christ the Redeemer statue,beaches,football,and
272、 culture,among other aspects.The city holds the 2nd position for offering the outstanding cultural festivals,26th place for Culture&Heritage,and 16th place for famous sports teams and clubs.On the other hand,Sao Paulo is considered the financial capital of Brazil and one of the major economic centre
273、s in Latin America.It ranks 11th in the ranking for being an open and welcoming city,18th in terms of famous sports teams and clubs,and is perceived as the most sustainable city in Latin America,securing the 71st position.6465Andrew Campbell Managing Director,Middle East Brand FinanceMiddle EastDuba
274、i shines like gold as the best city brand in the Middle EastRanking 1st across the Middle East and Africa as well as 9th globally,Dubai comfortably makes the top 10 of the worlds best city brands.With a score of 75.8/100,Dubai has gained a reputation as the City of Gold for being a major shopping de
275、stination for jewellery,but this title has grown to describe the citys role in finance and trade more broadly.Dubai has performed well across multiple Business&Investment attributes,ranking 1st for future growth potential,2nd in strong and stable economy,and 3rd behind only New York and London as a
276、city of global significance.Abu Dhabi,ranking 28th,is the 2nd best city brand in the region.Abu Dhabi performs very well in Business&Investment too,ranking ahead of Dubai and claiming top spots globally on a number of attributes,including 2nd in attractive corporate taxation,3rd in attractive person
277、al taxation,4th in easy to business in,7th in great for start-ups and innovation,and 9th in easy to find employment.The study also encompasses Qatars capital,Doha,which secures the 65th position,along with Saudi Arabias key cities,Jeddah(77th)and Riyadh(78th).Despite facing weaker Familiarity in cer
278、tain markets surveyed,these cities overall rankings are undermined.However,respondents who possess a profound understanding of these cities have acknowledged their commendable reputation and expressed their personal inclination towards investing,working locally,and even remotely.Moreover,all three c
279、ities excel in various attributes within the Business&Investment and Governance pillars,further enhancing their appeal.Middle Eastern cities have built very strong brands in a much shorter time than many of their European counterparts.The last few decades have seen an exponential growth of business
280、and investment opportunities across all major cities in the region.Efforts to raise the profile of the tourism offering are likely to further increase the familiarity and overall standing of Middle Eastern city brands globally.6766Anna Brolin Managing Director,Brand Finance NordicsNordicsStockholm b
281、eats Copenhagen by a whisker.Swedens capital Stockholm beats its Nordic competitors in the index,ranked 30th overall,while Copenhagen jumps on its tail in 31st.Stockholm leads the way for Nordic nations in terms of global significance,ranking 15th(with Helsinki 21 spots behind in 36th)and shines as
282、the 3rd Best City for Retirement and the 4th Best City for Living.Sweden is renowned for its high standard of living,with excellent healthcare services,a well-developed infrastructure,and a strong social support system.The nation places a strong emphasis on social welfare,ensuring that retirees have
283、 access to a wide range of benefits and services.In general,the Nordic nations are widely recognised for their exceptional quality of life across all generations.As such,Stockholm ranks 3rd for the attribute of being accessible to the elderly and those with disabilities,while Copenhagen and Helsinki
284、 jump just in front in 1st and 2nd respectively.All the Nordic capitals in the ranking also score in the top 15 for good governance,with Stockholm 3rd,Copenhagen 4th,Oslo 6th and Helsinki 15th.Notably,Stockholm is ranked 1st for the attribute of citizens participating in good governance.By actively
285、participating in regular elections and utilising their democratic rights,Swedish citizens play a crucial role in influencing policies and contributing to good governance in their country.Further,the Nordic capitals also proudly secure spots in the top 10 for the attribute of low terrorism threat,wit
286、h Copenhagen ranked 2nd,Oslo 4th,Stockholm 7th,and Helsinki 8th.The Nordics excel in fostering social cohesion and promoting open policies of expression and inclusivity.Their law enforcement and intelligence agencies collaborate extensively to identify and prevent security threats.It is worth noting
287、 that the Nordics are all ranked low in the Index for Familiarity.Stockholm is 59th,Copenhagen ranks 55th,Oslo is 79th and Helsinki ranks 80th.While the Nordics tend to enjoy greater familiarity among those with a keen interest in Scandinavian culture,their cultural influence is evidently not as wid
288、ely known nor globally dominant as that of the United Kingdom or the United States.The Nordics are renowned for their strong and stable societies,robust governance,and welcoming values.From world-class healthcare and education to social welfare systems that embrace equality and inclusivity,the Nordi
289、cs embody a standard of living that is unparalleled.To further enhance their global familiarity,the Nordics can highlight their distinctive combination of modern innovation and rich cultural heritage,establishing themselves as leaders in balancing tradition and progress.Finlands capital Helsinki ran
290、ks 50th.Helsinki performs well,ranking 16th for publicly funded schools.Finlands education system is highly regarded for its quality and equality,focusing on providing equal opportunities for all students,regardless of their socio-economic background.The system aims to develop well-rounded individua
291、ls by fostering creativity,critical thinking,and problem-solving skills rather than focusing solely on standardised testing.Such factors have contributed to Finlands positive global reputation for its state schools,and the nation consistently performs well in international education rankings.Helsink
292、i makes the top 15 and ranks 14th in strong governance.Further,the Nordics continue to boost their rankings in the attribute of low crime and terrorism threat,Helsinki ranks 8th,the Nordic nations are perceived highly for their security and stability,with their law enforcement and intelligence agenc
293、ies collaborating extensively to identify and prevent security threats.These nations are particularly renowned for cultivating social cohesion and advocating open policies of expression and inclusivity,leading to enhanced safety and security levels for both their citizens and visitors.Denmarks capit
294、al Copenhagen ranks 31st overall.Copenhagen enjoys a strong reputation for academic excellence,ranking 10th overall for Study,9th for publicly funded schools and 13th for private schools.In the People&Values pillar,Copenhagen is ranked 5th for the attribute of trustworthy,and 9th for the attribute o
295、f friendly.Copenhagens combination of friendly locals,safety,inclusivity,and a vibrant cultural and youthful atmosphere may contribute to its reputation as a slightly more friendly and welcoming destination for both locals and visitors.Nevertheless,the Nordic cities as a whole possess admirable repu
296、tations for their People&Values and are considered among the most friendly and open and welcoming cities worldwide.Copenhagen is also ranked 4th for good governance and 2nd globally for low crime and terrorism threat.The Nordics excel in fostering social cohesion and promoting open policies of expre
297、ssion and inclusivity.Their law enforcement and intelligence agencies collaborate extensively to identify and prevent security threats.Norways capital Oslo ranks 45th making the top 10 for three dimensions:ranked 9th for local work,9th for Best City to Invest and 9th for Best City for Retirement.Boa
298、st strong and stable economy with a diverse range of industries,including finance and technology.Oslo ranks 11th in Science&Technology.Notably,Oslo jumps in 5th position for access to skilled workforce.The city is home to renowned educational institutions and research centres,producing skilled profe
299、ssionals in various fields.Oslo also ranks 6th for good governance,and 4th for low crime and terrorism threat.68PolandWarsaw among the worlds best city brandsWarsaw has been counted among the worlds best city brands with a score of 62.9/100 and ranking 62nd in the global index.Weaker Familiarity acr
300、oss some of the markets included in the research is undermining Warsaws overall rank in the study,placing it below Prague(49th)and Budapest(51st).Nevertheless,respondents that know the city well,have recognised it for several metrics across Governance,Education&Science,and Business&Investment,where
301、they offered Warsaw higher marks than its regional peers.Warsaw performs particularly well in Governance,where it ranks 22nd in the world,thanks to claiming 7th spot for citizen participation in governance,15th for ease of getting a visa,and 16th for low bureaucracy.Its Education&Science standing is
302、 boosted by achieving 14th rank globally for great publicly funded schools.It also outperforms Prague and Budapest on nearly all Business&Investment attributes,such as easy to do business in,access to skilled workforce and future growth potential.Warsaw is making a mark as a regional business hub an
303、d people around the world are recognising the citys qualities that herald a bright future ahead.Efforts to raise the profile of the tourism offering are likely to increase Warsaws familiarity,while showcasing the vibrant social life can help level up overall reputation and consideration as a place t
304、o work and study among the global public.Konrad Jagodzinski Place Branding Director,Brand Finance7071Pilar Alonso Ulloa Managing Director,Brand Finance Iberia&South AmericaPortugalLisbon among the worlds top 50 city brandsRanking 43rd globally,Lisbon comfortably makes the top 50 of the worlds best c
305、ity brands with a score of 67.5/100.The city of Fado,combines its captivating architecture,cultural heritage,gastronomy,lively atmosphere,and enchanting Fado music to make Lisbon a cherished destination.According to the new study,Lisbon stands out internationally for its People&Values,ranked 11th,Cu
306、lture&Heritage,ranked 14th,Liveability,ranked 23rd and Sustainability&Transport,ranked 37th.A combination of factors such as booming tourism,the promotion of innovation and technology,foreign investment,the hosting of cultural events and a commitment to sustainability have all contributed to consoli
307、dating Lisbons status as a city in constant growth and global projection.7372Pilar Alonso Ulloa Managing Director,Brand Finance Iberia&South AmericaSpainMadrid and Barcelona among the finest cities in the worldBarcelona and Madrid are the best cities in Spain according to the first Brand Finance rep
308、ort on international city brand perceptions.According to the new study,levels of Familiarity are very high in both cities,making them among the top 25 best cities worldwide.Both Spanish cities score high in the three key performance indicators of the study:Familiarity,Reputation and Consideration:Fa
309、miliarity(10th for Barcelona and 19th for Madrid),Reputation(37th for Madrid and 30th for Barcelona)and Consideration(39th for Madrid and 35th for Barcelona).In addition,both cities score particularly highly in Culture&Heritage(3rd for Barcelona and 7th for Madrid),specifically in attributes such as
310、 outstanding cultural festivals(7th for Madrid and 1st for Barcelona),famous sports teams and clubs(4th for Madrid and 2nd for Barcelona)and beautiful architecture(12th for Madrid and 6th for Barcelona).In the study we found that local perceptions do not always coincide with those of other citizens
311、looking at Spain from abroad.While the analysis of international perceptions places Barcelona above the capital,the local analysis shows that Madrid is the city best perceived by Spaniards.Also performing very well compared to other cities in the ranking,Barcelona and Madrid receive good scores in t
312、erms of Liveability(34th place Barcelona and 35th Madrid)as well as Sustainability and Transport(33rd place Barcelona and 49th Madrid).Barcelona is a very popular city among foreigners.Beyond the sun and beach tourism,the city receives millions of visitors a year attracted by Gaudis architecture and
313、 the cultural and leisure offer.It ranks 7th in the attribute of rich history and heritage and first in renowned cultural festivals,open and welcoming and friendly people.Barcelona has a rich cultural and artistic life.The city is home to a wealth of museums,art galleries and cultural centres exhibi
314、ting a wide range of artworks,from classical to contemporary art.The Picasso Museum and the National Art Museum of Catalonia(MNAC)are particularly popular with foreign visitors.Madrids strategic geographic location,the starting point for many visitors and being the financial and business centre of S
315、pain make it a city with a high level of international familiarity.The new study highlights Madrid in 4th place for its famous sports teams and clubs and Real Madrid is one of the most valuable clubs in the world.It has been at the top of the Brand Finance Football 50 for the past 13 years.Madrid ha
316、s a fascinating history and an impressive historical heritage.Respondents ranked it 12th in the attribute of rich history and heritage.Madrids Royal Palace,the official residence of the Spanish royal family,is one of the citys most emblematic and visited monuments.The Puerta del Sol,one of Madrids m
317、ost famous squares,is considered Spains kilometre zero and a reference point for important events and celebrations.Foreigners perceptions of Spanish cities differ from those of Spaniards themselves,according to the study.Brand Finance conducts annual market studies that do include the perceptions of
318、 the local public.Compared to the results of this study,Madrid is the city best perceived by Spaniards:Madrid enjoys a better Reputation(75%)than Barcelona(66%).7475RomaniaMihai Bogdan Managing Director,Brand Finance RomaniaBucharest sits firmly amongst the worlds top 100 cities Bucharest ranks 68th
319、 globally in a new ranking of the worlds best 100 city brands,with a score of 60.5/100.Bucharest,Romanias capital,and commercial centre is gradually gaining recognition on the global stage.Across some of the markets included in the research,Bucharest receives weaker Familiarity scores in comparison
320、to fellow European capital cities,undermining its overall rank in the index.Despite this however,it received higher scores in key metrics such as Consideration(55th),Liveability(55th),and Governance(47th).This suggests that as familiarity increases,and Bucharests positive attributes become clearer t
321、o a broader range of global respondents,the city may be able to further boost its global perception and perhaps compete with other world-renowned European capital cities.Having undergone a significant cultural transformation in recent years,the city is known for its eclectic blend of architectural s
322、tyles,ranging from the grandeur of the Belle poque buildings to the imposing Soviet-era structures.This was recognised through attributes such as beautiful architecture(46th),a rich history and heritage(51st),and great museums and art galleries(50th).This fusion of architectural influences and cultu
323、ral heritage creates a distinct character and serves as a reminder of the citys rich history.Bucharests perception on the global stage is evolving positively,with the city gaining recognition for its historical heritage,cultural vibrancy,and growing business environment.As it continues to develop an
324、d address its challenges,Bucharest has the potential to establish itself as a prominent European capital and attract even more attention from visitors,investors,and creatives around the world.7677Colombos performanceAll the cities in South Asia on the Brand Finance City Index are placed in the last
325、quartile among the 100 which were researched.Colombo which is at 83 is the best performing among them,the others being(in descending order)-Delhi,Bangalore,Dhaka,Mumbai and Karachi,which took the very last spot.Despite Colombos relatively poor placement,it is seen to be the most liveable among all t
326、he other mega cities of South Asia.This would be true with less than 1 million people and therefore much more manageable in scale,it would seem to have significant potential to be placed higher up on the index if effectively repositioned.Hence,a deeper analysis is required,to determine what opportun
327、ities exist to change and enhance how Colombo is perceived.To do so,we used the research data to benchmark Colombo with 2 other cities which were ahead on the index and which are also that countrys main trading port while having strong reliance on tourism for the economy.Based on this,Istanbul at 64
328、(higher by 19)and Bangkok at 47(higher by 36)places over Colombo were selected.Colombo vs.IstanbulCompared to Istanbul,while Colombo performs relatively well on 5 pillars,it falls short on 2,which are the most important ones on the index because of the weight attributed to them.This warrants a close
329、r examination of the Culture&Heritage and People&Values pillars.Looking deeper at the individual attributes that make up Culture&Heritage reveals where Colombo falls short:great shopping restaurants&night life,rich history&heritage,beautiful architecture,great museums&art The emphasis should be to b
330、uild on the two critical pillars of Culture&Heritage and People&Values.These are also relatively easier pillars to work on as the city already has much potential,though in a dormant state.The biggest challenge is that it needs a concerted public and private sector partnership and alignment at a seni
331、or government level on the proposed approach.Once the Cinnamon Life project a full-fledged lifestyle mixed development has been completed in late 2024,it will enhance the entertainment value of the city leading to strengthening many of the attributes that were identified great shopping restaurants a
332、nd night life,fun etc.However,to supplement this there needs to be a coordinated effort behind other landmark establishments such as museums,art galleries and events around local and international music,theatre and arts festivals through planned activities all year round.Many of the dormant experien
333、ces highlighting the multi-cultural nature of the city with entertainment and fun experience tours need to be curated to international standards.Much of the work can be carried out through private sector initiatives as they could be financially viable,but government commitment to the task will also be required.For example,the galleries,great theatre&music venues,outstanding cultural festivals.It w