High familiarity means a deeper understanding of its qualities and a broader reach of its appeal, allowing the city to draw significant economic benefits from inbound migration, investment, and tourism.” 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. Coming first on this particular measure, London has a huge advantage over its peers, leading to its success in the ranking overall as the world’s best city. “London’s exceptional performance in the Index can be attributed to its global familiarity. Familiarity is understood as knowledge about the city gained through repeated exposure or direct experience, and it allows to form a deeper affinity for its brand.ĭavid Haigh, Chairman & CEO of Brand Finance, commented: With a score of 84.6 out of 100, driven by its high familiarity among respondents worldwide, London has recorded stronger brand perceptions than any other city in the study. The ranking is based on a global survey of close to 15,000 members of the public conducted in April 2023 in 20 countries on all continents to measure perceptions of the world’s top 100 cities. London has been named the best city brand in the world, followed by New York and Paris. Zurich leads rankings as the best city in the world to work locally, work remotely, invest, and retire, but low familiarity undermines its potential.Dubai proves its reputation as the top city brand in the Middle East, claiming a place in the global top 10. New York and Paris are close behind in 2 nd and 3 rd among 100 cities in the ranking.
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