London has lost its claim to fame as the world’s favourite brand according to the 2006 edition of the Anholt City Brands Index (CBI).
London has slipped into second place behind Sydney, which climbed up two places to take the top spot.
London is still seen as having the most potential for the future, with respondents ranking the city as top for higher education and ranking it highly in terms of finding work and doing business (top three).
London also came top in terms of awareness, with respondents ranking the city as the one they knew most about, whether they had been there or not.
The survey polled 15,255 people in 20 countries to rate the presence, appearance, amenities, people, life and potential of 60 cities around the world.
The CBI is designed to show how people react to a city’s brand in the same way they react to high-street brands.
London was perceived to be more physically attractive than Edinburgh, which was ranked nineteenth against London’s number four spot.
Edinburgh faired better than London in terms of cleanliness, despite its “Auld Reekie” image.
Edinburghers were perceived to be as welcoming as the Milanese and New Orleanians (nineteenth place), whilst Londoners were perceived to be significantly less welcoming, in thirty-seventh place.
The top and bottom ten cities from the 2006 CBI are:
New York 5
Washington DC 6
San Francisco 7
CBI report author Simon Anholt, explains, “This year’s CBI shows again how perceptions of a city vary greatly from the actual reality. A city’s brand is extremely complex and can be very hard to change.
“Many of us will only visit a handful of overseas cities in our lifetime, but you can almost guarantee that when we do visit a place, we already have a fixed idea of what we will find before we get there.
He adds, “Whilst you may never have visited Paris, many will always associate it with romance, and the same is true of Milan and style. This is a trend that is likely to continue for the foreseeable future.”
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