City brands index 2011.101311.bod.presentation

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City brands index 2011.101311.bod.presentation

  1. 1. CITY BRANDS INDEX2011 PHILADELPHIAGfK Custom Research
  2. 2. Stakeholders PCVB: Official TPA for the City of Philadelphia and handles the city’s International Marketing Efforts Philadelphia International Airport Economy League of Philadelphia Select Greater Philadelphia Pennsylvania Convention Center Authority
  3. 3. Design & Methodology Measures image of 50 cities in 10 core countries – both developed and developing – that play important and diverse role roles in the flow of business, cultural and tourism activities Core Panel Countries: Australia, Brazil, China, France, Germany, India, Russia, South Korea, the UK, and the U.S. Italy was added by Philadelphia as a non-core survey country 5,105 interviews; 500/country  Sample: Adults 18 and over who are online.  Each respondent rates 32 of 50 cities (assigned randomly)  Approximately 300 city ratings/ panel country
  4. 4. City Brand Hexagon
  5. 5. PRESENCE (29th)
  6. 6. PRESENCE Word Association
  7. 7. PLACE (28th)
  8. 8. PRE-REQUISITES(23rd)
  9. 9. PEOPLE (23RD)
  10. 10. PULSE (23RD)
  11. 11. PULSE Word Association
  12. 12. POTENTIAL (12TH)
  13. 13. Dimension Breakdown – strong POTENTIAL is Philadelphias best hexagon dimension (12th).  Due to strong rating on job potential (10th) and educational potential (13th)  A lackluster 24th place on business climate depresses the rank  Americans rank the city’s potential a strong 5th. PRE-REQUISITES, PULSE and PEOPLE are second-tier index strengths – all at 23rd  Solid ranks on cultural acceptance (12th), appeal as a short-term destination (22nd), and reasonable accommodations (23rd)  Lower rankings on safety (27th) and friendly people (24th).
  14. 14. Dimension Breakdown - weak PLACE and PRESENCE are Philadelphia’s weakest indices (28th and 29th).  On Place, poor ranks on attractive buildings (32nd) and cleanliness (27th)  Climate fared well at 18th  On presence, slightly better on Familiarity than Contributions to the World.
  15. 15. Highlights Philadelphia Ranks 24th Overall  Bests Chicago (27th) and same tier as Boston (21st) and Seattle (20th) The Panel Countries rank Philadelphia tightly, between 22nd and 30th.  South Korea ranks Philadelphia highest at 22nd.  English-speaking countries are harsher critics, including Australia (25th), India (28th) and the UK (30th). The Panel Countries rank Philadelphia tightly, between 22nd and 30th. Phila more competitive in U.S. with Americans than with global citizens  Among citizens globally, Philly sits ahead of only one US city (Chicago)  Among US respondents, it is ahead of two (LA and Chicago)  On the pre-requisite Index, Philadelphia moves post four US cities among American respondents
  16. 16. Highlights (cont.) The Panel Countries rank Philadelphia tightly, between 22nd and 30th.  South Korea ranks Philadelphia highest at 22nd.  English-speaking countries are harsher critics, including Australia (25th), India (28th) and the UK (30th). The Panel Countries rank Philadelphia tightly, between 22nd and 30th. Phila more competitive in U.S. with Americans than with global citizens  Among citizens globally, Philly sits ahead of only one US city (Chicago)  Among US respondents, it is ahead of two (LA and Chicago)  On the pre-requisite Index, Philadelphia moves post four US cities among American respondents
  17. 17. Key Takeaways and Insights Does Philadelphia Punch Above its Weight: Non-Capital city, with a Global Footprint that is wider than numerous established, capital-city brands What Does Being an American City Mean?  Bolster’scity’s reputation  Global Citizens regard Philadelphia as a sub- brand among the group, with likes of Boston, Seattle and Chicago.  US Marketplace is especially competitive
  18. 18. Key Takeaways and Insights What is Philadelphia’s Enormous Reputational Equity?  Natural Beauty  History  Warm, Friendly, Industrious citizenry  World-Class Educational Institutions  Accommodations and Amenities What stands in the way for the city to become relevant, with great utility, to the world?  Crime and Safety  Business Environment  Pollution and General Cleanliness
  19. 19. City Brand Hexagon

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