NEW YORK--(EON: Enhanced Online News)--These are the findings of the bi-annual Anholt-GfK City Brands Index (CBISM), which measures the power and appeal of each city’s brand image. The study gives a holistic perspective of each city, looking at six key dimensions: Presence (the city’s international status and standing), Place (its physical aspect), Pre-requisites (basic requirements, such as affordable accommodation and the standard of public amenities), People, Pulse (interesting things to do) and Potential (the economic and educational opportunities).
“Our clients come from both developed and developing countries keen on increasing their visibility and improving their reputation, one market at a time”
|Anholt-GfK City IndexSM 2013 Overall Brand Ranking: Top 10 of 50 Cities|
|1||London (2 in 2011)|
|4||New York (4)|
|6||Washington D.C. (7)|
|7||Los Angeles (5)|
Source: 2013 and 2011 Anholt-GfK City Brands IndexSM
2011 rankings are shown in parentheses
In addition to Paris dropping two positions, one other notable downward movement among top cities is Tokyo which has suffered a 7-position drop – from 10th place in 2011 to 17th in 2013. Amsterdam, on the other hand, has moved up from 17th in 2011 to 11th in 2013.
Simon Anholt, independent policy advisor on national identity and reputation, comments, “Our City Brands IndexSM is not just about any single aspect of a city's image – it gives the full picture that includes the city’s social and cultural environment, its physical look and feel, its public services, educational and economic opportunities and the city’s contribution to the world. So, while Paris still takes top place for the individual Pulse measure, its overall Index ranking has been dragged down by its 13th and 14th places for the People and Pre-requisites measures. Even more worrying for Paris, its Potential Index score has experienced a large decline between 2011 and 2013, which should be a warning sign to all stakeholders of the city.”
Xiaoyan Zhao, Senior Vice President and Director of CBISM at GfK, adds, “Looking further into the momentum of the 50 cities, Paris has shown one of the three largest declines on the Potential Index, together with two other capital cities mired in economic hard times – Madrid and Tokyo. In contrast, the three greatest gainers in this area are Bangkok, Johannesburg and Istanbul – all in emerging markets. Emerging market cities generally rank in the second half of the overall Index, but recent significant gains on the Potential measure by some of these rising cities suggest that they may be steadily narrowing the gap with the established metropolitan centers of the West."
Sydney voted safest city in the world, with the friendliest people
Looking at the People Index within the overall study, Sydney comes top for “warm and friendly people,” ahead of Toronto. Sydney also wins first place for visitors feeling safe in the city, followed by Geneva and Vienna.
Rio de Janeiro – the next city to host the World Cup and the Summer Olympics – has achieved an outstanding 3rd place for “warm and friendly people,” but, adds Simon Anholt, “it should be looking hard at other aspects critical for the success of these world events. For example, it currently only ranks 47th out of 50 cities for people ‘feeling safe within the city.’”
London wins first place as the city where visitors can “find people who appreciate my culture and with whom I could easily fit in,” ahead of Sydney in second place and New York coming in third. Other top ranked cities on “cultural fit” are all from outside of Europe.
Among emerging market cities, the highest ranked city for “friendly people” is Singapore at 20th, for “feeling safe within the city” is Prague at 23rd, and for “cultural fit,” it is a pair of cities tied for 29th – Rio de Janeiro and Prague. “Our clients come from both developed and developing countries keen on increasing their visibility and improving their reputation, one market at a time,” comments Xiaoyan Zhao, “our research helps them monitor where their actions are starting to be recognized and where gaps exist between behavior and perceptions so they can prioritize action as well as outreach.”
The following table shows the top five ranked cities on each of three People measures, as well as three additional cities with noteworthy positions on the list:
|Friendly People||Feel Safe||Fit in With Culture|
|3=||Rio de Janeiro||4||Toronto||4||Los Angeles|
|3=||Rome||5||London||5||Melbourne, Toronto (tie)|
Rio de Janeiro
|41||Beijing||47||Rio de Janeiro||36||Cape Town|
About the Anholt-GfK City Brands Index
The Anholt-GfK Roper City Brands Index measures the image of 50 cities based on more than 50 questions related to perceptions of their Presence, Place, Pre-requisite, People, Pulse and Potential. For the 2013 study, a total of 5,144 interviews were conducted in Australia, Brazil, China, France, Germany, India, Russia, South Korea, the United Kingdom and the United States. Adults age 18 or over who are online are interviewed in each country. Using the most up-to-date online population parameters, the achieved sample in each country has been weighted to reflect key demographic characteristics including age, gender, and education of the online population in that country. Fieldwork was conducted from May 8th to May 23rd, 2013.
GfK is one of the world’s leading research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.
About Simon Anholt
Simon Anholt is recognized as the world’s leading authority on national image and identity. Professor Anholt was Vice-Chair of the UK Government’s Public Diplomacy Board, and works as an independent policy advisor to the Heads of State and Heads of Government of more than 50 other countries. Anholt developed the concept of the Nation Brands IndexSM and the City Brands IndexSM in 2005. He is the founder and Editor Emeritus of the quarterly journal, Place Branding and Public Diplomacy, and the author of Brand New Justice, Brand America and Competitive Identity – the New Brand Management for Nations, Cities and Regions. His latest book, Places, was published by Macmillan in 2010, together with a completely new edition of Brand America. Anholt was awarded the 2009 Nobels Colloquia Prize for Economics and a Professorship Honoris Causa in Political Science by the University of East Anglia in 2013.