One of my branding clients, Saffron, last week unveiled The City Brand Barometer. As reported on Design Week, the study was designed to assess the strength of cities’ brands. The study compares 72 European cities and looks at their assets against the strength of their brands.
London and Paris came out on top, and are shown to be cities with strong assets, in terms of what the public want, matched with strong brands. Also among the top cities are Berlin, Vienna, Dublin, Edinburgh and Athens. Former Eastern Bloc countries and Baltic cities like Sofia, Riga and Krakow show that they have the qualities to attract tourism and business, but are being undersold. The results of the survey will be published soon on Saffron’s website www.saffron-consultants.com.
To see an example of successful place branding, look at the recent work Saffron did for Poland. Or have a look at the work of one of my other clients, Lloyd Northover, when they worked on the Black Country, a sub-region of Birmingham.
Olivia Taylor
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