7. ABOUT US
_
RESONANCE CONSULTANCY CREATES
DEVELOPMENT STRATEGIES, PLANS,
POLICIES AND BRANDS THAT SHAPE
THE FUTURE OF DESTINATIONS AND
COMMUNITIES AROUND THE WORLD.
15. THE BRAND OF THE CITY
_
- The key factors that shape the “brand” of a city today
- A new approach for evaluating the competitive strengths and
weaknesses of a destination
- A recommended model for the integrated development and
management of a city’s competitive identity
24. BUT THE MORE FREELY PEOPLE
AND CAPITAL MOVE AROUND THE
WORLD, THE MORE IMPORTANT A
HOLISTIC CITY IDENTITY OR
“BRAND” BECOMES IN
DETERMINING WHERE TALENT,
TOURISM, MEETINGS AND
INVESTMENT FLOWS.
29. BRAND EQUITY
_
Brand Equity is “the set of assets and
liabilities linked to a brand’s name and
symbol that adds or subtracts from the value
provided by a product or service to a firm
and/or that firm’s customers.”
David Aaker, Managing Brand Equity
30. A CITY’S BRAND IS ABOUT
MUCH MORE THAN A LOGO OR
A SYMBOL. IT’S A POSITIONING
STRATEGY TO ATTRACT
SPECIFIC TYPES OF TALENT,
TOURISM AND INVESTMENT.
31. THE IDENTITY OF A CITY IS
SHAPED BY MANY MORE
FACTORS THAN THAT OF A
CONSUMER PRODUCT OR
SERVICE.
32. IN 2014, RESONANCE
INTERVIEWED 1,200 “MOBILE”
MILLENNIALS AND ASKED
THEM WHAT THEY LOOK FOR
IN A PLACE TO VISIT OR LIVE.
33. A PLACE TO VISIT
_
1. Safety
2. Cost
3. Favorable climate
4. Scenery and nature
5. Opportunities to learn
6. Easily accessible by plane
7. Good cultural attractions
8. Fun attractions
9. Exciting city environment
10. Close to beach/access to water
34. A PLACE TO VISIT
_
1. Safety
2. Cost
3. Favorable climate
4. Scenery and nature
5. Opportunities to learn
6. Easily accessible by plane
7. Good cultural attractions
8. Fun attractions
9. Exciting city environment
10. Close to beach/access to water
A PLACE TO LIVE
_
1. Safety
2. Housing affordability
3. Job opportunities
4. Scenery and nature
5. Favorable climate
6. Time to commute to work
7. Quality of restaurants
8. Quality of parks and recreation
9. Average wages and income
10. Quality and variety of shopping
35. “THE PROBLEM IS NOT SO MUCH
TO BRAND THE CITY, BUT TO
MAKE THE CITY INTO A BETTER
CITY, A CLEANER CITY, A MORE
CARING CITY – A CITY WITH
SOME INTERESTING THINGS TO
SEE AND DO.”
- PHILIP KOTLER, Author of Marketing Places
36. PLACE EQUITY
_
Place Equity is the set of assets and
liabilities linked to a city’s name and identity
that adds or subtracts from the perceived
attractiveness of a community as
a place to live, meet, visit and invest.
37. WHAT ASSETS AND LIABILITIES
ARE IMPORTANT TO DETERMINE
A CITY’S PLACE EQUITY?
38. PLACE EQUITY IS MEASURED
BY 24 FACTORS GROUPED INTO
6 CATEGORIES.
_
1. Place: Perceived quality of a community’s natural and built environment
2. Product: A community’s key institutions, attractions and infrastructure
3. Programming: The arts, culture and entertainment in a community’s
4. People: Educational attainment, immigration and diversity of a community
5. Prosperity: Employment, income, poverty and companies
6. Promotion: Quantity of articles, references and recommendations online
39.
40. MEASURES TO BENCHMARK
PLACES ON QUANTITATIVE
FACTORS SUCH AS CRIME AND
EMPLOYMENT ARE READILY
AVAILABLE, BUT HOW DO YOU
MEASURE THE QUALITY OF
FACTORS SUCH AS RESTAURANTS,
ARTS, AND NIGHTLIFE?
41. SOCIAL MEDIA CHANNELS SUCH
AS TRIP ADVISOR AND YELP
CONTAIN MORE THAN 270
MILLION CONSUMER GENERATED
RATINGS AND REVIEWS FOR
HUNDREDS OF THOUSANDS OF
PLACES AND EXPERIENCES
AROUND THE WORLD.
42. OUR APPROACH TO MEASURING
THE RELATIVE PLACE EQUITY
OF ONE PLACE TO ANOTHER IS
TO UTILIZE A COMBINATION OF
CORE STATISTICS AND
CONSUMER GENERATED
RATINGS AND REVIEWS.
44. PLACE
_
- Average air quality index
- Average number of sunny days
- Crime rate
- Number of very good or excellent neighborhoods and
landmarks recommended by locals and visitors
- Number of very good or excellent parks and outdoor
activities recommended by locals and visitors
53. PRODUCT
_
- Ranking of top local university
- Number of direct destinations served by airport
- Size of convention center
- Number of very good or excellent attractions and amusements
recommended by locals and visitors
- Number of very good or excellent museums and fine arts
institutions recommended by locals and visitors
- Number of major league sports teams
58. PROGRAMMING
_
- Number of very good or excellent culinary experiences
- Number of very good or excellent shopping experiences
- Number of very good or excellent culture and performing
arts experiences
- Number of very good or excellent places to eat & drink
- Number of very good or excellent nightlife experiences
63. PEOPLE
_
- Population with bachelor’s degree or higher
- Percentage of foreign-born population
- Percentage of population that speaks a language
other than English
64. PEOPLE
_
DIVERSITY IS NO LONGER
ABOUT ATTRACTING NICHE
MARKETS, BUT MAKING A
DESTINATION APPEALING TO
THE WORLD AT LARGE.
80. PROMOTION
_
PROMOTION SHOULD BE BASED
ON AND INFORMED BY AN
UNDERSTANDING OF THE
DIFFERENTIATING
CHARACTERISTICS OF YOUR
DESTINATION’S PLACE,
PRODUCT, PROGRAMMING,
PEOPLE AND PROSPERITY.
92. TOP 15 U.S. CITIES
_
1. New York
2. Los Angeles
3. San Francisco
4. Chicago
5. Boston
6. San Diego
7. Dallas-Fort Worth
8. Miami
9. Portland, OR
10. Washington, DC
11. Orange County
12. Denver
13. San Jose
14. Las Vegas
15. Seattle
93. TOP 15 US CITIES
_
TOP 15 EU CITIES
_
1. London
2. Paris
3. Rome
4. Berlin
5. Amsterdam
6. Barcelona
7. Madrid
8. Zurich
9. Frankfurt
10. Munich
11. Vienna
12. Prague
13. Dublin
14. Warsaw
15. Milan
1. New York
2. Los Angeles
3. San Francisco
4. Chicago
5. Boston
6. San Diego
7. Dallas-Fort Worth
8. Miami
9. Portland, OR
10. Washington, DC
11. Orange County
12. Denver
13. San Jose
14. Las Vegas
15. Seattle
95. PROCESS
_
POSITIONING AND DEVELOPMENT
OF A CITY SHOULD BE ALIGNED
BETWEEN MUNICIPAL
GOVERNMENTS, BUSINESS,
COMMUNITY, ECONOMIC
DEVELOPMENT AUTHORITIES, AND
CONVENTION AND VISITOR
BUREAUS.
101. PROMOTION
_
PROMOTION SHOULD BE
BASED ON AND INFORMED BY
AN UNDERSTANDING OF THE
DIFFERENTIATING
CHARACTERISTICS OF YOUR
DESTINATION’S PLACE,
PRODUCT, PROGRAMMING,
PEOPLE AND PROSPERITY.
102. PROCESS
_
DEVELOPED BASED ON A
PARTNERSHIP BETWEEN
GOVERNMENT, BUSINESS,
COMMUNITY, AND TOURISM
STAKEHOLDERS IN YOUR CITY.
