Global Market Insite and renowned branding consultant Simon Anholt developed a methodology for calculating the ranking of famous cities in terms of the value of their brands. The researchers surveyed 17,500 people aged 18 to 64 from 30 different cities. The questionnaire consisted of six sections.
In the first, participants were asked to assess the impression made by the city and its contribution to global progress; in the second, the beauty and climate of the area; in the third, the economic and educational potential; in the fourth, the pace of life and the number of exciting activities to be found in the city; in the fifth, favorable conditions for recreation and tourism; in the sixth, overall safety and friendliness of residents. The survey was conducted worldwide, but it was not specified what percentage of respondents live in a particular country.
1. London. After calculating all indices, the capital of foggy Albion took first place. "He who is tired of London is tired of life," Samuel Johnson once said. Despite terrorist attacks, high cost of living and not too cheerful climate, London was highly rated for its excellent working and business conditions, good education, ease of acclimatization in society and cosmopolitanism. Many participants noted the special importance of the royal family and Prime Minister Tony Blair.
2. Paris. A perfect example of how landmarks affect a city's branding: the Eiffel Tower was named the main Parisian symbol. "Paris is a megabrand," says Anholt, "it's like Coca-Cola." The city was described as chic, charming, fashionable, and associated with perfumes and the names Chanel and Dior. "It is a city of refinement and style," Anholt summed up.
3. Sydney. Third place went to the host city of the 2000 Summer Olympics, which was greatly influenced by the meticulous preparation and holding of the Games. "The Games had a profound impact on the city," Simon Anholt noted. They contributed to the development of tourism and cultural ties. The city's main attractions are the famous Sydney Harbour Bridge and the Opera House.
4. Rome. Everything good associated with Rome relates to fashion, climate, culture and shops, but not to infrastructure, finance or politics. "Rome is a passionate place, with magnificent architecture, style, fashion and cuisine," said Anholt. "And one of the reasons for its high rating is the Pope and the Vatican. The Pope is one of the most famous people on earth." However, the most popular fashion designers - Pucci, Valentino, Armani, Gucci, Versace - are also from Italy. And it is in Rome that you can learn everything about fashion and not miss new trends in style.
5. Barcelona. The buildings of Barcelona located on the Mediterranean coast, many of them works by the eccentric genius Antoni Gaudi, are spectacular, as are the museum collections with extensive collections of Picasso and Miro. "Barcelona is a lifestyle, a city of culture," said Anholt. Barcelona is very popular among young people due to the many higher and secondary educational institutions specializing in business, architecture, and design.
6. Amsterdam. This city also attracts a considerable number of young people, but for completely different reasons than Barcelona. "Amsterdam is sex, drugs and rock 'n' roll," said Anholt. "Which is rather funny, because Holland as a country actually does not have any of these qualities; on the whole it has a rather dull face."
7. New York. Although, by many estimates, the city's brand is strong, its not highest place is determined by its unsafeness and relative unfriendliness of residents (in this indicator New York was in 28th place, and 26th place in cleanliness). However, there is still brilliant education, ideal business conditions and excellent shopping. The symbols of New York most often named were Fifth Avenue, the department stores Bloomingdale's and Macy's.
8. Los Angeles. Hollywood and cinema are the main things respondents associate with it. Despite the fact that the city is packed with movie stars, it is still perceived as beautiful, clean, and even not too expensive.
9. Madrid. "Madrid is Barcelona for adults," says Anholt. Everyone likes the charming Spanish way of life: energetic street life, noisy street cafes, friendliness of residents, but besides that, Madrid is a city of rich ancient culture, which many cities lack. Participants mentioned the names of Goya, Velazquez, El Greco. The Prado Museum was considered the main attraction.
10. Berlin. A modern and safe city with great educational potential, according to respondents. It has made a significant contribution to peace around the world over the past 30 years, mainly as a result of reunification. The Berlin Wall is still the city's main attraction. Modern Berlin is a center of youth club, fashion, theater and music life, fashion and music. "This is a very young city," the survey participants decided.
Following the top ten were San Francisco, Toronto, Geneva, Washington and Brussels. As Gazeta.Ru notes, Moscow was not in the list of successful brands.