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1、Global City Index 2024The worlds most comprehensive research study on perceptions of city brands3About Brand Finance4Request your own City Perceptions Report 7ForewordWhy do city brand perceptions matter?12 by David Haigh,Chairman&CEO,Brand FinanceMethodologyHow did we survey perceptions of global c

2、ity brands?14Ranking AnalysisWhat are the highlights from this years Index?20Ranking Analysis22 by Konrad Jagodzinski,Place Branding Director,Brand Finance Insight&AnalysisWhat do our analysts say?42Understanding City Archetypes:A Segmentation of City Brands44 by Katrina Rogala,Analytics Manager,Bra

3、nd FinanceAdapting to Change:How Inflation,Interest Rates,and Demographics Shape Travel Trends in 202448 by Artur Bryzghalov,Place Branding Manager,Brand FinanceTop Cities for Consideration to Study:How and Why They Attract Global Talent54 by Diva Shah,Senior Analyst,Brand Finance&Agla Perrin,Place

4、Branding Analyst,Brand FinanceSustainability Insights from the Global Cities Index58 by Robert Haigh,Strategy&Sustainability Director,Brand Finance&Sofia Liszka,Senior Strategy&Sustainability Consultant,Brand FinanceBrand Finance Network 62ContentsDisclaimer Brand Finance has produced this study wit

5、h an independent and unbiased analysis.The data derived and opinions produced in this study are based only on survey findings and publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will n

6、ot be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate.The opinions and data analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon fo

7、r any reason and excludes all liability to any body,government or organisation.Data compiled for Brand Finance reports are provided for the benefit of the media and the public and are not to be used for any commercial or technical purpose without written permission from Brand Finance.2024 All rights

8、 reserved.Brand Finance Plc.45Brand Finance is the worlds leading brand evaluation and strategy consultancy.Bridging the gap between Marketing and Finance Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies a

9、nd organisations of all types to connect their brands to the bottom line.Quantifying the financial value of brandsWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Unique combination of expertiseO

10、ur teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Priding ourselves on technical credibilityBrand Finance is the worlds first brand valuation consultancy to join the International Valuation Stand

11、ards Council.A chartered accounting firm based in London and regulated by the Institute of Chartered Accountants in England and Wales,Brand Finance created ISO standard 10668 and ISO standard 20671.Our methodology has been certified by Austrian Standards and is accredited by the Marketing Accountabi

12、lity Standards Board.We advise DMOs how to boost their place brandsBrand Finance has been conducting an annual Nation Brands study on the worlds most valuable and strongest nation brands for nearly 20 years.It has provided key benchmarks for tourism boards,trade agencies,diplomats place brand consul

13、tants and managers.The Global Soft Power Index expands on that methodology to provide an all-round view of perceptions of nation brands.The Brand Finance Global City Index does the same for city brands.Understanding those perceptions is key for national,regional,city,and corporate brands to achieve

14、success internationally,allowing to identify strengths and weaknesses and to improve growth strategies going forward.The stronger the place brands perceptions,the greater its ability to attract investments,market its products and services,invite talent,and promote tourism.About Brand FinanceGet in T

15、ouchFor all enquiries,please contact:Konrad JagodzinskiPlace Branding Director,Brand FArtur BryzghalovPlace Branding Manager,Brand F+44(0)207 389 9400For more information,please visit our website: your own City Perceptions ReportA City Perceptions Report provides a full breakdown of your city brands

16、 performance in all metrics of the Brand Finance Global City Index,globally and across key demographics and markets.Each report includes expert recommendations for improving your city brand perceptions and offers a cost-effective way to gaining a better understanding of your position against peers.I

17、nsightIdentify strengths and weaknesses of your brand in specific marketsCompare your brand to competitors and track year-on-year changesBenchmarkingAdjust brand positioning and set long-term goals to maximise economic impactStrategyMeasure ROI and modify marketing budgets to support your brands str

18、ategic goalsAccountabilityPublicise strong results to reassure key stakeholders of your brands strengthCommunicationEducate key stakeholders about the benefits of brand managementEducation898Brand Finance Global City Index 2024The worlds top 100 cities,scored out of 100152ZURICHScore 81.6+1.2132ROME

19、Score 81.6-0.3162BERLINScore 81.5+1.1111TORONTOScore 81.3-1.5232GENEVAScore 81.0+1.9121MIAMIScore 80.9-1.2222MADRIDScore 80.9+1.8192VIENNAScore 80.3+0.6141BARCELONAScore 79.8-1.9292MUNICHScore 79.3+1.6201MILANScore 78.9-0.5171MELBOURNEScore 78.8-1.5252LUXEMBOURGScore 78.6+0.5211BOSTONScore 78.5-0.71

20、81CHICAGOScore 78.4-1.5241MANCHESTERScore 78.0-0.7342FRANKFURTScore 77.6+1.4271COPENHAGENScore 77.6-0.2261VANCOUVERScore 76.7-1.4300ABU DHABIScore 76.5-0.9281STOCKHOLMScore 76.4-1.3372BRUSSELSScore 76.0+0.0352HONG KONGScore 76.0-0.2432LISBONScore 75.5+2.0402HOUSTONScore 75.4+0.0382SEATTLEScore 75.1-

21、0.7412SEOULScore 75.1+0.8331LIVERPOOLScore 75.0-1.3311OSAKAScore 74.9-2.1452DALLASScore 74.2+0.9482ATHENSScore 74.2+2.6321HAMBURGScore 74.1-2.5361DUBLINScore 74.1-2.0391MONTREALScore 74.0-1.7462PRAGUEScore 73.5+0.8522OSLOScore 73.2+3.9421EDINBURGHScore 73.1-0.9512BEIJINGScore 73.0+3.0490SHANGHAIScor

22、e 72.8+1.6441BANGKOKScore 71.4-1.9Brand Finance Global City Index 202411121314151617181920212223242526272829303132333435363738394041424344454647484950Score 90.9-1.410LONDON20NEW YORKScore 89.8-2.030PARISScore 87.8-0.472TOKYOScore 86.8+1.792DUBAIScore 86.0+2.160SINGAPOREScore 85.4+0.141LOS ANGELESSco

23、re 85.0-2.351SYDNEYScore 83.7-2.881Score 82.9-2.2100AMSTERDAMScore 82.1-1.6SAN FRANCISCO23456789101 Brand Finance Plc 2024 Brand Finance Plc 20241011Brand Finance Global City Index 2024 Brand Finance Plc 202451572ISTANBULScore 70.3+2.352562MOSCOWScore 69.7+1.653612MARSEILLEScore 69.6+2.654471ROTTERD

24、AMScore 69.5-2.355602HELSINKIScore 68.9+1.456592SANTIAGOScore 68.8+1.257502BUDAPESTScore 68.5-2.558531MEXICO CITYScore 67.7-1.059652LYONScore 67.6+2.260541SAINT PETERSBURGScore 67.2-1.461662WARSAWScore 66.7+1.662702SAO PAULOScore 66.6+2.463630CAIROScore 65.9-0.864551RIO DE JANEIROScore 65.7-2.665581

25、AUCKLANDScore 65.0-2.966621CAPE TOWNScore 64.9-2.167670BUENOS AIRESScore 64.2-0.268680JERUSALEMScore 64.1-0.369690DOHAScore 63.9-0.370641KUALA LUMPURScore 62.5-4.271732PERTHScore 62.1+0.572711JOHANNESBURGScore 60.8-2.073742CASABLANCAScore 60.8-0.174721JAKARTAScore 60.7-1.075792RIYADHScore 59.2+1.4 B

26、rand Finance Plc 202476751MANILAScore 58.6-1.877761NEW DELHIScore 58.5-1.578812MUMBAIScore 57.0-0.379852JEDDAHScore 57.0+2.480800BUCHARESTScore 56.5-0.981822MACAUScore 55.6-0.982842HANOIScore 55.6+0.983771TEL AVIVScore 54.2-5.284781COLOMBOScore 53.1-4.985831NAIROBIScore 52.8-2.086860KYIVScore 51.3-1

27、.487882BOGOTAScore 51.0+0.788932GUANGZHOUScore 50.1+2.589871SHENZHENScore 49.8-2.290NewHO CHI MINH CITYScore 49.5-91901LAGOSScore 47.0-1.892942ZAGREBScore 46.3-0.493911ANTALYAScore 44.8-3.794921DHAKAScore 44.1-3.995962KARACHIScore 43.9-0.696982NANJINGScore 42.8+3.597891BENGALURUScore 42.1-6.998951IZ

28、MIRScore 39.7-5.2991002CHENGDUScore 36.6+0.0100991CHONGQINGScore 36.4-1.5Brand Finance Global City Index 202412I am pleased to announce the launch of the second annual Brand Finance report focusing on city branding.This report continues to add to Brand Finances extensive track record in the field of

29、 place branding and complements our other annual reports on Nation Brands and Soft Power,which are widely recognised as industry benchmarks.The purpose:to emphasise the importance and value behind city brands.The study demonstrates that familiarity is the foundational element when it comes to creati

30、ng an effective city brand.To achieve a comprehensive evaluation of city brands in our ranking,in addition to measuring familiarity,respondents were asked about the overall reputation of each city,and their personal consideration regarding its suitability for investing in,living,local work,remote wo

31、rk,studying,retiring,and visiting.The evaluation of preferences across these dimensions was supplemented with perceptions of 45 underlying attributes of the city brand,grouped into seven pillars such as Business&Investment or Sustainability&Transport.Consequently,we have obtained and updated one of

32、the most comprehensive sources of information available for city brand creators.Cities that successfully develop a solid and positive city brand benefit in various ways.Firstly,the brands ability to attract tourism,investment,and talent.A positive city brand has a significant impact on tourism and v

33、isitor attraction.Satisfied visitors become ambassadors for the city,sharing their experiences and recommending the destination to others.Strong city brands also attract investment,businesses,and economic opportunities,creating an environment conducive to development and growth.They enhance global c

34、ompetitiveness,foster entrepreneurship,and encourage the establishment of companies in the locality,leading to new job opportunities and attracting global talent.I am proud to announce that London has been chosen as the best city brand in the world for the second consecutive year,followed by New Yor

35、k and Paris once again,and I congratulate all three cities.I also wanted to share my special congratulations to Tokyo and Dubai,emerging as the worlds fourth and fifth best city brands,respectively,following year-on-year perception improvements.While essential for overall success,global familiarity

36、is not necessary to develop an edge in a specific dimension.For example,Zurich is perceived as the best city to work locally and remotely for the second year running and Melbourne recognised as the best city for retirement and to live.Sometimes,global familiarity may be a double-edged sword while Lo

37、ndon remains the worlds best city brand,its perceptions have weakened this year.It is no longer considered the worlds top city to visit overtaken by Rome,or to study in where Boston is now top.Closing the list of dimension leaders,Dubai is the top city for consideration to invest in,followed by Abu

38、Dhabi.We hope that this report continues to act as a catalyst for discussions about the importance of place brands and informs decision-makers.At Brand Finance,we believe that a city with a coherent identity and vision fosters pride and belonging among its residents while creating opportunities inte

39、rnationally to attract more investment,talent,and tourism.Based on this,and drawing on the wealth of data from our study,our experts advise city brands through strategic and actionable insight,suggesting short-term tactics and long-term goals.The Brand Finance Global City Index thus continues as a f

40、orce that guides the decisions and actions of cities around the world,providing direction in their growth.David Haigh Chairman&CEO,Brand FinanceForeword1415 01Methodology1617MethodologyMethodologyThe Brand Finance Global City Index-the worlds definitive city perceptions index-ranks the top 100 globa

41、l city brands.The result of a worldwide survey conducted in September 2024,this is the second iteration of the Index,which we hope to continue publishing annually.Over 15,000 individuals from 20 countries spanning all continents participated in this extensive study,aiming to gauge public perceptions

42、 of these influential urban centres.It is worth noting that the Index focuses exclusively on the perspectives of foreign respondents,omitting domestic perceptions to ensure comparability among the top 100 cities.However,domestic perceptions were also measured and are available for the 20 countries a

43、nd 59 cities included in the research.In order to provide a thorough assessment of the city brands featured in the ranking,the survey delved beyond mere familiarity.Respondents were asked to express their opinions on the overall reputation of each city and their personal consideration of it as a pla

44、ce to invest in,live,work locally,work remotely,study,retire,and visit.This approach provides a holistic understanding of how these cities are perceived across all key dimensions of their brand positioning.Metrics+Familiarity:Refers to the level of awareness and knowledge that individuals have about

45、 a particular brand.In the context of the Brand Finance Global City Index,familiarity represents the extent to which respondents in the survey stated they know a specific city brand.+Reputation:Is this city deemed to have a strong overall reputation globally?+Consideration:Is this city considered by

46、 you personally as a place to invest in,live,work locally,work remotely,study,retire,or visit?+To augment the evaluation of preferences across these seven dimensions of consideration,the survey also gathered perceptions regarding 45 specific attributes associated with each city brand.These attribute

47、s were grouped under seven pillars,namely Business&Investment,Liveability,Culture&Heritage,People&Values,Sustainability&Transport,Governance,and Education&Science.The inclusion of these underlying city brand attributes offered further insights into the strengths and qualities associated with each ci

48、ty.City brands ranked in the indexPerceptions of 100 city brands were surveyed in the research programme across 20 markets:Australia,Brazil,Canada,China,France,Germany,India,Indonesia,Italy,Japan,Mexico,Nigeria,Saudi Arabia,South Africa,South Korea,Spain,Trkiye,the United Arab Emirates,the United Ki

49、ngdom,and the United States.Fieldwork and sampling An online survey was conducted among a sample of 700-1,000 adults aged 18-75,in each of the 20 countries.As such,our national samples are representative of the online population of each country.Fieldwork Method Panel selection and management was con

50、ducted by Potentia.Quotas were applied by age,gender,and region in line with the online population profiles of each country.Global total scores were calculated by combining city results across markets using the following weights:+50%the one country one vote rule,accounting for the sovereignty and di

51、fferences between the countries included in the study.FamiliarityReputationBusiness&InvestmentLiveabilityCulture&HeritagePeople&ValuesSustainability&TransportGovernanceEducation&Science45 Attributes across 7 pillars of city brand perceptionsConsiderationLiveWork locallyWork remotelyStudyRetireVisitI

52、nvestBrand Finance Global City Index Methodology Brand Finance Plc 2024Brand Finance Global City Index Attributes Brand Finance Plc 2024LiveabilityAffordable city(housing,education,cost of living)Appealing lifestyleNice weatherAccessible and good quality healthcareAccessible to the elderly and peopl

53、e with disabilitiesGreat city for people with petsSpeaks a language I understandReliable and accessible internet connectivityCulture&HeritageGreat shopping,restaurant,and nightlifeRich history and heritageBeautiful architectureGreat museums and art galleriesGreat theatres and music venuesOutstanding

54、 cultural festivalsFamous sports teamsBusiness&InvestmentCity of global significance(financial hub,strategic location and timezone)Strong and stable economyEasy to find employmentAttractive personal taxationGreat for start-ups and innovationsEasy to do business inFuture growth potentialAttractive co

55、rporate taxationAccess to skilled workforceEducation&ScienceGreat publicly funded schoolsLeader in science and technologyGreat private schoolsGreat colleges/universitiesGovernanceGood governance(respects law,high ethical standards,low corruption)Low crime and violenceResidents participate in governa

56、nceLow bureaucracyEasy to get a visaPeople&ValuesCity with a strong identity/character/civic prideFunFriendlyTrustworthyKnown for supporting diversity,equity,and inclusion Sustainability&TransportGreat national and international connectivity(road,air,rail,and/or water)Clean city that cares for the e

57、nvironment Green spaces and recreationEasy to get around by carEasy to get around by public transportEasy to get around by bicycleOpen and welcoming1819+50%the size of the online population aged 18-75,with in effect the opinions of the residents of large countries,e.g.China,receiving a much greater

58、weight than those of smaller countries,e.g.Australia.Questionnaire Each respondent was shown a random sub-set of city brands-drawn from the 100 included in the Index-and asked about their Familiarity.For countries about which the respondent had some knowledge,we obtained a detailed assessment of ove

59、rall reputation,consideration across the 7 dimensions,and performance on 45 characteristics representing the core 7 pillars.Across each city sample,the 100 city brands were rotated to ensure that all cities were assessed globally.Surveys were conducted in the major languages of each country.The Bran

60、d Finance Global City Index provides unparalleled insight into the perceptions of 100 city brands in 20 distinct markets representing the global public opinion.This comprehensive study serves as a valuable resource for city brand and marketing teams,providing them with a foundation to develop strate

61、gies aimed at attracting investors,residents,workers,remote workers,students,retirees,and tourists.By understanding how their brands are perceived,cities can shape their future endeavours and enhance their global standing in an ever-evolving landscape.Improvements to the studyThis year,we updated ou

62、r questionnaire to enrich the Familiarity question by providing an extra response option as well as to simplify the Reputation question-now asked on an overall level rather than per dimension.We continue to ask the Consideration question per dimension.In addition,we have improved the way we process

63、raw data and weigh market perceptions in our global Index,accounting better for differing levels of familiarity with the rated city brands.We have also modelled these improvements on the 2023 dataset to make it more comparable with the 2024 results and future iterations.In effect,some 2023 scores an

64、d rankings published with the 2024 study will differ slightly from the results we published last year.Methodology100 City Brands15,000 Respondents20 Markets of Research 2021 02Ranking AnalysisLondon is worlds top city brand for second consecutive year London,Paris,and New York City retain top 3 spot

65、s in second annual Brand Finance Global City Index Tokyo and Dubai ascend to 4th and 5th positions among top 100 city brands,respectively,driven by improved Reputation perceptions European cities dominate Culture&Heritage pillar,claiming 17 out of 20 top spots222322This second iteration of the Brand

66、 Finance Global City Index marks its transition to an annual publication.The study is the worlds most comprehensive global survey of city perceptions,collecting opinions from over 15,000 respondents across 20 countries.In addition to its global focus,the study has also expanded into regional analysi

67、s,with the inaugural Brand Finance US City Index launched in May 2024.The result is a clear picture of perceptions of the worlds best city brands which provides a baseline for strategies to attract residents,workers,remote workers,students,pensioners,visitors,and investors.To arrive at a comprehensi

68、ve assessment of the top 100 city brands in the ranking,the survey asked the respondents about their perceptions of Familiarity,Reputation,and their personal Consideration of each city as a place to work locally,work remotely,invest,retire,study,live and visit.This distinctive methodology can help e

69、ach city ranked in the Index understand its key strengths and weaknesses against peers while offering robust insights to guide the brand positioning of any city with an international outlook-big or small.TOP 5 CITIESNo.1:London Calling London has again topped the Brand Finance Global City Index,boas

70、ting an impressive score of 90.9 out of 100.The British capital secures 3rd place in two Key Performance Indicators:Familiarity and Reputation,exemplifying its strong international profile and appeal.That said,its overall Consideration ranking is less robust,sitting in 19th place,despite strong perf

71、ormances in the consideration to visit(2nd)and consideration to study(6th)categories.Reflecting its strong appeal for studying,London shines in 2nd place globally in the Education&Science pillar.Ranked 1st for its great universities,London is home to prestigious and world-renowned institutions such

72、as Imperial College London,University College London,Kings College London,and the London School of Economics,all of which consistently feature among the global top 50 universities.The citys status as a financial and cultural hub provides students with abundant internship and employment opportunities

73、,attracting students from across the globe.London also ranks 1st for its great private schools,although it falls to 18th for publicly funded schools.It falls even further to 21st position for being a leader in tech and innovation,lagging behind other European cities Konrad Jagodzinski Place Branding

74、 Director,Brand FinanceRanking AnalysisLondon continues to shine as the worlds best city brand thanks to its strong international presence,rich cultural identity,and renowned educational institutions.However,challenges like affordability and perceived bureaucracy,including post-Brexit visa complexit

75、ies,impact its image.While London ranks high for global significance and strong economy,its scores in liveability suggest room for improvement in how the city is perceived by international audiences.Strengthening these perceptions will be key for London to maintain its global appeal.David Haigh Chai

76、rman&CEO,Brand Financesuch as Geneva,Zurich,and Stockholm for this attribute.This lower ranking suggests potential challenges in keeping pace with global advancements,which could hinder Londons ability to maintain its reputation as a leading educational hub going forward.Bolstering its strong consid

77、eration to visit score,London also ranks an impressive 3rd place in the Culture&Heritage pillar.London excels with top rankings in attributes such as great museums,art galleries,and great theatres and music venues.Additional factors influencing its high visit ranking include being 1st for speaks a l

78、anguage I understand,2nd for diverse/multicultural and 1st for easy to get around by public transport.Despite its strengths,London faces challenges in several key areas.The city ranks between 25th and 40th in consideration for living,working,retiring,and investing,with particularly weak perceptions

79、among respondents from Japan,Germany,Canada,Australia,South Korea,France,and China.These unfavourable views reflect a global scepticism towards Londons affordability and long-term liveability,especially compared to other major cities.0Amsterdam1Sydney1Los Angeles0Singapore2Dubai2Tokyo0Paris0New York

80、0London 82.1 83.7 85.0 85.486.086.8 87.8 89.890.9 82.9-1.6-2.8-2.3+0.1+2.1+1.7-0.4-2.0-1.4-2.2108765432191San FranciscoTop 10 Best City Brands Brand Finance Plc 2024Ranking Analysis1237964581024Historically perceived as a business epicentre,London ranks in 9th place in the Business&Investment pillar

81、.This is largely supported by its 3rd place ranking for being perceived as a city of global significance,alongside a respectable 9th place for easy to find employment.London also ranks a notable 9th for its strong and stable economy,highlighting its economic resilience in the post-Brexit landscape.H

82、owever,London ranks considerably lower in other key economic attributes,including 35th for its future growth potential,and 57th for its attractive personal taxation.These lower score raises questions about the citys competitiveness compared to other leading global cities like Dubai and Zurich.The 20

83、24 data suggests that London is also facing challenges related to perceptions of its Liveability and Governance.The city ranks a concerning 59th for low crime and terrorism,73rd for low bureaucracy,and 83rd for ease of obtaining a visa.The city faces a significant challenge regarding affordability,r

84、anking a concerning 97th.As the cost-of-living crisis continues,many people find it increasingly challenging to afford life in iconic cities like London,New York,and Paris,all of which rank in the bottom 10 for affordability.Beyond London Beyond the capital,Manchester ranks 26th overall,with its hig

85、hest score coming in 2nd place for famous sports teams and clubs.Being home to Manchester City and Manchester United has put the city on the map also outside the sporting world.This year,however,Manchester City was narrowly edged out by Real Madrid for the title of the worlds most valuable football

86、club brand in the annual Brand Finance Football 50 ranking.Mirroring that,Madrid claims the top spot over Manchester in the Brand Finance Global City Index for famous sports teams and clubs,underscoring both the clubs and the cities unparalleled dominance in the sports world.Liverpool ranks 38th in

87、the overall Index and,like Manchester,is globally renowned for its rich sporting and cultural history.Bolstered by its iconic football club,Liverpool FC,the city ranks 3rd for its famous sports teams and clubs.The city is also the birthplace of The Beatles,widely regarded as one of the most influent

88、ial bands in music history.That said,Liverpools rich cultural heritage is less recognised outside Europe,especially in metrics related to theatres and music venues or cultural festivals.Scotlands capital,Edinburgh,ranks 47th overall and is the 3rd city in the world for Ranking Analysisgreen spaces a

89、nd recreation.Landmarks like Arthurs Seat and Princes Street Gardens,along with its proximity to the Scottish Highlands,make the city a vibrant destination for outdoor enthusiasts,offering a perfect blend of natural beauty and urban life.No 2:New York,New York New York City retains its 2nd place ran

90、king in the Brand Finance Global City Index,achieving an impressive 89.8 out of 100 score.Renowned worldwide,it stands as the second most Familiar city globally.Its frequent visibility on the global stage fosters positive perceptions,significantly enhancing its international standing,particularly in

91、 areas of culture,economic strength,and influence.On the other hand,domestically,perceptions of New York reveal a striking contrast.In Brand Finances US City Index-which captures only US residents views-New York ranks 11th overall,with Governance issues significantly impacting its standing.While int

92、ernational respondents may overlook or forgive these challenges due to New Yorks cultural and economic influence,domestic respondents are less forgiving.US audiences rated New York 47th for law enforcement,27ethical standards,and corruption,49th for low crime and violence,and last for trustworthines

93、s,viewing these Governance concerns as genuine obstacles to the citys appeal and Reputation.On a global level,Governance also stands out as New York Citys greatest challenge,with the city ranking 65th in this pillar.Perceptions are particularly low in Japan,Australia,Saudi Arabia,Canada,China,and th

94、e UK,likely undermined by recent political scandals.Mayor Eric Adamss involvement in a major corruption case,which resulted in his indictment on federal bribery charges,has further eroded trust in the citys leadership.This decline in Governance perceptions can undermine New Yorks broader appeal as a

95、 well-governed international powerhouse,potentially impacting its ability to attract investment and maintain its international influence.These Governance issues do not seem to significantly affect tourism,with visitors drawn to the citys culture,landmarks,and lifestyle.The city ranks 6th globally fo

96、r consideration to visit,1st for great shopping,restaurants,and nightlife,and 4th for great theatres and music venues.New York also remains a leading global hub for business.It ranks 4th globally for Business&Investment,Ranking Analysis1st for global significance,and 2nd for ease of business.Home to

97、 the New York Stock Exchange and NASDAQ,as well as influential companies like JPMorgan Chase and Goldman Sachs,New York retains its Reputation as a financial powerhouse.Two further American cities feature in the top 10 Two more American cities are in the top 10:Los Angeles(7th)and San Francisco(9th)

98、.Los Angeles ranks 2nd for perceptions as fun,although its overall ranking has slipped to 7th,dropping out of the top 5.This fall is primarily due to the impressive rise of Tokyo and Dubai,which have surged up the Index this year,but also reflects a decrease in Consideration in key markets,including

99、 Japan,Spain,Germany,and Canada.San Francisco secures 3rd place for being great for start-ups and innovations,bolstered by its proximity to Silicon Valley,which continues to be a global hub for technology and entrepreneurial ventures.Miami(16th in the overall Index)stands out as the top city for Liv

100、eability and 2nd for consideration to retire,renowned for its stunning beaches,vibrant cultural scene,and year-round warm weather.Additionally,Texass economic powerhouses,Houston(35th)and Dallas(40th),are New Yorks global reputation remains incredibly strong,particularly in culture and business.Howe

101、ver,the citys governance challenges,highlighted by recent political scandals,are already undermining its image domestically and can begin to affect its appeal on the international stage.While these issues do not seem to impact tourism,they may pose longer-term risks for those considering New York as

102、 a place to live,work,or invest.To retain its status as a global leader,New York must address these governance concerns while continuing to leverage its unmatched economic and cultural strengths.Laurence Newell Managing Director,Brand Finance North America28noteworthy for both climbing five places i

103、n the Index and scoring particularly high for consideration to invest in and consideration to work in.Both cities are part of the Texan triangle,positioning themselves as significant economic players in the US.Houston ranks 2nd globally for easy to find employment and 9th for attractive corporate ta

104、xation,contributing to its 13th place ranking in the Business&Investment pillar.Similarly,Dallas performs well in economic attributes,ranking 4th globally for easy to find employment.Canadas highest-ranked city is Toronto,14th,down from 11th in 2023.Toronto notably ranks 5th for consideration to liv

105、e,study,work locally,and work remotely,reflecting its strong appeal among residents and professionals.Further down the Index,Vancouver ranks a respectable 29th globally,while Montreal takes 44th place.No 3:Paris-Cultural Capital,Practical Challenges Paris retains 3rd spot with a score of 87.8 out of

106、 100 and excels in Familiarity(1st)and Reputation(14th)but struggles in overall Consideration,ranking 38th.Despite this,it performs strongly in consideration to visit,placing 3rd,largely due to its unparalleled cultural and heritage offerings and the global attention brought by hosting the 2024 Olym

107、pics.Paris is unrivalled in Culture&Heritage,ranking 1st for great museums and art galleries,such as the Louvre,the Muse dOrsay,and the Pompidou Centre.It also ranks 2nd for beautiful architecture,including iconic landmarks like Notre Dame,the Arc de Triomphe,and the Eiffel Tower,as well as theatres

108、 and music venues.The citys rich history,exceptional shopping,vibrant dining,and lively nightlife have likely reinforced its global reputation as a cultural hub.However,Pariss poor scores in other Consideration categories affect its overall performance.Apart from consideration to visit,it ranks betw

109、een 30th and 50th,particularly struggling among respondents from Germany,the UK,Australia,and South Korea.The citys strong standing for business and living is marred by slow economic growth,ranking 48th in the Business&Investment pillar.Paris ranks particularly poorly for personal and corporate taxa

110、tion(81st for both),future growth potential(70th),ease of doing business(66th),and ease of both finding employment(65th)and skilled workforce(64th).While the city is 2nd for its appealing lifestyle,it fares poorly in practical evaluations like affordability(92nd),low crime and terrorism threat(71st)

111、,and low bureaucracy(58th).These contrasts suggest that while Paris is seen as Ranking AnalysisParis captivates the world with its unmatched cultural and architectural heritage,drawing millions of visitors each year.Yet,despite its undeniable charm,the city struggles to convert its global prestige i

112、nto a more balanced appeal for those considering it as a place to live or do business.The challenges of daily life,particularly affordability,remain persistent hurdles.As Paris continues to build on its legacy,particularly with the momentum of the 2024 Olympics,addressing these practical concerns wi

113、ll be crucial in ensuring its long-term competitiveness on the global stage.Bertrand Chovet Managing Director,Brand Finance France31is set to host the upcoming Expo,however,which could boost its visibility on the global stage.It also scores well for Governance(10th)and 5th for accessibility to the e

114、lderly and people with disabilities,demonstrating its effective response to Japans ageing population challenge.No 5:Dubai-The Gateway to Global Business Dubai has climbed four spots in the Index this year,now ranking as the worlds 5th best city brand.Notably,the brand ranks 1st globally for Reputati

115、on(up from 7th in 2023),ahead of Sydney and London in 2nd and 3rd.The city has also achieved impressive gains for consideration for working locally(up from 16th to 8th)and consideration to work remotely(up from 24th to 4th).Dubai has been recognised as the 2nd best city of global significance,surpas

116、sing traditional heavyweight London(3rd).Its strong and stable economy,ranked 2nd globally,is underpinned by its strategic role as a hub for international trade,supported by world-class logistics infrastructure and its advantageous position bridging the East and West.This combination of factors posi

117、tions Dubai as a compelling choice for residents,businesses,and global investors alike.The emirate is a hotspot for innovation and start-ups,Ranking AnalysisTokyo has made impressive strides in this years Brand Finance Global City Index,climbing to fourth overall from seventh in 2023.This rise has b

118、een fuelled by a dramatic increase in the citys reputation.However,despite global recognition,relatively poorer perceptions of the citys consideration,ranked 30th globally,reveals a disconnect between perceptions and decision-making,and indicates a potential area for future investment by the city to

119、 better align its strong visibility with the attributes that attract residents and businesses.Alex Haigh Managing Director,Brand Finance Asia Pacificthrough an environmental transformation focused on initiatives like reducing traffic and expanding its green spaces.This initiative could improve the c

120、itys standing in the Sustainability&Transport pillar,where it currently ranks 34th.No 4:Tokyo Rising Tokyo ranks 4th overall in the Index,climbing three spots from 7th in 2023.The citys Reputation has jumped significantly year-on-year,to 13th in 2024.Additionally,its Familiarity remains strong in 6t

121、h.This year,Tokyo sees improvements across the majority of attributes and in consideration to visit.This shift in perception could be attributed to arising trend of travellers,particularly among Gen Z and Millennials,choosing Tokyo as their destination this year.The city also particularly excels in

122、economic metrics.The Japanese capital ranks 7th for Business&Investment supported by its access to skilled workforce(1st)and strong and stable economy(3rd).Tokyo also holds 3rd place for future growth potential,further cementing its reputation as a global hub for innovation and opportunity.Outside t

123、he capital,Osaka ranks 39th overall,with much lower Familiarity compared to Tokyo,ranking 44th.The city a desirable city for its lifestyle and culture,it is also viewed as unaffordable and challenging for day-to-day life,a reflection of the idealised yet often unrealistic perceptions of iconic citie

124、s.Looking ahead,Paris aims to further enhance its global reputation 32REGIONAL ANALYSIS Sub-Saharan Africa Dropping four places in the Index,Cape Town now ranks 66th overall,but still holds the top position in Sub-Saharan Africa,maintaining its status as the regions leading city.Appreciated for its

125、scenic beauty and cultural diversity,Cape Town scores well in the Liveability metrics,ranking 25th globally for nice weather.The citys appeal as a vibrant destination,coupled with its cultural and natural assets,continues to bolster its standing in key markets like China,the Middle East,and the UK.A

126、t the same time,Cape Towns perceptions have weakened in India and Nigeria.The city remains relatively unknown in many other parts of the world,with a much more limited understanding of its key assets across various European and Asian markets.Three other Sub-Saharan cities-Johannesburg(72nd),Nairobi(

127、85th),and Lagos (91st)-are also featured in the Index,though Cape Town leads by a significant margin.While Johannesburg remains South Africas economic hub,Cape Towns more balanced appeal across lifestyle and tourism metrics reinforces its position as the top city in the region.with initiatives like

128、the Dubai Future Foundation contributing to its 1st place ranking for future growth potential.Additionally,its number three ranking for attractive corporate taxation further solidifies Dubais status as a prime location for investment,making it the number one city for consideration to invest.Ranking

129、AnalysisCape Towns performance in this years Index reflects the challenges facing a city with a variable familiarity across different markets worldwide.For respondents,a city brand can often become conflated with a nation brand,which can be a help or a problem,depending on the market.Where familiari

130、ty with the city brand is low and associations with the nation brand poor,perceptions of Cape Town can be influenced negatively by broader challenges facing South Africa as a whole.Now is the time for Cape Town to go global with its key strengths to build a unique image that appeals to potential res

131、idents,tourists,and investors alike.Jeremy Sampson Chairman,Brand Finance AfricaDubais rise to the worlds fifth-best city brand is primarily driven by its achievement of ranking first globally for reputation.This enhanced perception underscores the effectiveness of the UAE governments strategic inve

132、stments in infrastructure,tourism,and the business innovation.The substantial improvements in Dubais consideration metrics further highlight the citys increasing allure as a premier destination for visitors,residents,businesses,and global investors.Andrew Campbell Managing Director,Brand Finance Mid

133、dle East35Ranking AnalysisASEAN In the ASEAN region,Singapore significantly outpaces its neighbours sitting in 6th in the overall Index once again.The city-state excels particularly in the Business&Investment pillar,where it ranks 3rd.Notably,Singapore is recognised for being great for start-ups and

134、 innovations(1st)and easy to do business in(1st),bolstered by its strategic location,business-friendly environment,and status as a leading financial hub.Additionally,favourable tax incentives and agreements contribute to its strong appeal for international businesses and investors,ranked 5th globall

135、y for attractive corporate taxation.Bangkok just makes it into the top 50.The city scores well for Familiarity,ranking 18th globally.This recognition can be attributed to its role as a gateway to Thailand and its popularity among tourists,as evidenced by its 1st place ranking for easy to get a visa.

136、However,Bangkok faces challenges with low scores in the Governance and Education&Science pillars,placing 68th and 71st respectively,which may hinder its overall appeal.The ASEAN region includes five other cities in the rankings:Kuala Lumpur(70th),Jakarta(74th),Manila(76th),Hanoi(82nd),and Ho Chi Min

137、h City(90th).Despite the mixed standings,ASEAN cities excel in affordability,with Bangkok,Ho Chi Minh City,Hanoi,and Manila appearing in the top 10 for this metric.This affordability factor may attract a diverse range of visitors,residents,and investors to the region,showcasing their potential for g

138、rowth.China Hong Kong is perceived to be Chinas best city brand,sitting in 33rd overall.It is ranked 7th for Familiarity,a testament to its long-standing role as a financial hub and gateway to Asia.Chinas capital,Beijing,ranks 48th.Beijings high Familiarity(16th)is driven by its status as Chinas pol

139、itical and cultural heart.Beijings infrastructure,rich historical heritage,and global diplomatic significance ensure that it remains one of the most recognisable cities in the world.Shanghai,ranked 49th,is celebrated as Chinas most dynamic and cosmopolitan city,and it is known for its pivotal role i

140、n finance,trade,and innovation.The citys high level of Familiarity(24th)stems from its historical status as a global trading hub and its significant contribution to Chinas economic transformation.Shanghai also scores particularly well for being a leader in science and technology,where it ranks 4th.S

141、ingapore stands as a shining beacon among ASEAN city brands,maintaining its sixth place overall for the second consecutive year.Its strong performance in the business&investment pillar,ranking second globally,and its fourth ranking for future growth potential,reinforces its position as a strategic g

142、ateway to the broader Asia-Pacific region.In contrast,other ASEAN cities,like Bangkok or Kuala Lumpur,face challenges when it comes to attracting international attention and investment.Bangkok and Kuala Lumpur rank significantly lower in key consideration attributes indicating a limited draw for res

143、idents and talent that are essential to fostering local prosperity and appeal on the global stage.Alex Haigh Managing Director,Brand Finance Asia Pacifice36Ranking AnalysisMacau ranks 81st,with an edge in ease of doing business and great shopping,restaurants,and nightlife.Other major Chinese cities

144、in the Index,such as Guangzhou,Shenzhen,Nanjing,Chengdu,and Chongqing,despite their significant population sizes and economic roles,all rank in the bottom dozen,largely due to a lack of Familiarity.To stimulate inbound tourism and increase knowledge with what the country has to offer,the Chinese gov

145、ernment has recently introduced the 144-hour visa-free policy to citizens of an increasing number of countries.As YouTubers and key opinion leaders from around the world are travelling across China,exploring both major cities and smaller destinations and sharing authentic experiences,Chinese cities

146、can be brought closer to global audiences,resulting in an increase in Familiarity.Oceania In Oceania,Sydney and Melbourne emerge as the leading cities,ranking 8th and 22nd overall,respectively.These East Coast cities showcase strong global appeal,particularly in areas like Reputation and Liveability

147、.Sydney stands out with impressive scores,ranking 2nd globally for Reputation and 7th for Consideration.Its stunning harbour and iconic landmarks contribute to this,while the citys outdoor lifestyle makes it a popular choice for residents and visitors.Sydney excels in the People&Values pillar-in 4th

148、-and notably ranks 6th for being friendly and 9th for fun.Melbourne,while ranked slightly lower at 22nd overall because of lower Familiarity,holds the 2nd position for Consideration.Known for its rich cultural scene and thriving arts community,Melbourne scores exceptionally well across various metri

149、cs,including 1st for consideration to live and retire,2nd for consideration to work remotely and locally,and 3rd for consideration to study.Across the Tasman Sea,New Zealands largest city,Auckland,ranks 65th in the Index overall,but impressively places 2nd among international cities according to Aus

150、tralian respondents,just behind London.The city scores particularly well in the Governance and Liveability pillars.Sydney and Melbournes strong positions in the Brand Finance Global City Index highlight their appeal as vibrant and liveable cities on the global stage.Sydney continues to impress with

151、its remarkable reputation,while Melbourne proves its status as one of the worlds most desirable destinations,with top marks for attractiveness to potential residents of all kinds.Mark Crowe Managing Director,Brand Finance AustraliaChinese cities are gaining prominence on the world stage,having recen

152、tly undergone remarkable development and modernisation that positions them as key players in the global economy.While domestic familiarity with these city brands is strong,the global perception lags behind,leaving many Chinese cities in the bottom half of the Index.Hong Kong,Beijing and Shanghai lea

153、d the way,benefiting from higher levels of familiarity.As Chinas other cities continue to evolve,building familiarity will be essential for enhancing their standing on the international stage.Scott Chen Managing Director,Brand Finance China39Europe Switzerlands largest city,Zurich leads with top pos

154、itions globally for consideration to work both locally and remotely,for the second year running.It also ranks 1st in both Sustainability and Governance due to its low crime,minimal bureaucracy,and high ethical standards.Meanwhile,another Swiss city,Geneva is close behind,ranked 3rd in Sustainability

155、 and 2nd in Governance,noted for its innovative environmental policies,low crime rate,and commitment to ethical governance.Together,Zurich and Geneva exemplify Swiss excellence in creating desirable,sustainable,and well-governed places to live and work.This year,the DACH region as a whole is experie

156、ncing a notable upward trend in economic attributes.Zurich has moved up three spots to rank 2nd for Business&Investment,lauded for its strong and stable economy,where it ranks 1st,and its business-friendly environment,placing 4th for ease of doing business.Geneva has also shown improvement in the Bu

157、siness&Investment pillar this year,climbing 6 spots to 8th.German cities have also improved in this pillar:Frankfurt(up 17 places to 10th),Munich(up 17 spots to 15th),Berlin(up 10 places to 27th)and Vienna(up 4 places to 47th).Hamburg,however,has failed to join the trend dropping from 21st to 32nd.L

158、uxembourg has risen 7 spots to 6th place in Business&Investment.As the capital of a country with the highest GDP per capita in the world,Luxembourgs economic prowess is complemented by its attractive personal taxation policies,where it ranks 1st.Additionally,it stands out as great for startups and i

159、nnovation,securing the 8th position in this metric.Overall,European cities dominate the Culture&Heritage pillar,claiming an impressive 17 spots in the top 20.This dominance reflects the rich history and vibrant cultural scenes that these cities offer,which continue to attract visitors and residents

160、alike.Paris,Rome,London,Vienna,and Milan nab the top 5 spots in the Culture&Heritage pillar.Latin America Six cities from Latin America appear in the ranking:Santiago(56th),Mexico City(58th),So Paulo(62nd),Rio de Janeiro(64th),Buenos Aires(67th),and Bogot(87th).Chiles Santiago ranks ahead of other L

161、ATAM cities in overall Consideration,placing 48th.The city also performs well in Liveability attributes,ranking 14th for affordability,22nd for nice weather,and 28th for speaks a language I understand.The DACH region is solidifying its reputation as the powerhouse in the centre of Europe,showcasing

162、remarkable growth across various economic indicators.With cities like Swiss Zurich and Geneva,German Frankfurt and Munich,or Austrian Vienna ascending the ranks across the business&investment pillar,the region is not only exhibiting robust economic stability but also fostering an increasingly busine

163、ss-friendly environment.This upward trajectory is attracting global attention,making it an appealing hub for innovation and investment.Marco CasanovaChairman,Brand Finance SwitzerlandRanking Analysis4041For decades,much of Latin America has faced political,social,and economic unrest,resulting in ins

164、tability that often hampers governance and business growth in its cities,reflected in the regions poor scores across these pillars.However,this backdrop of challenges has not diminished the regions rich culture.Cities like So Paulo,Rio de Janeiro,and Mexico City continue to thrive as vibrant cultura

165、l epicentres.The interplay between these challenges and cultural vitality positions Latin America as a region of both promise and complexity.Eduardo Chaves Managing Director,Brand Finance BrazilSantiago is also valued for its People&Values,scoring 27th for friendly,29th for being open and welcoming,

166、and 36th for trustworthy.Santiagos lowest score comes in city with a strong identity/character/civic pride,where it ranks 72nd.This indicates that,although Santiago outperforms its LATAM neighbours overall,it may be perceived as lacking a distinct or globally recognised identity that resonates with

167、international audiences.Brazils vibrant cities perform well in the People&Values pillar,with So Paulo sitting in 37th and Rio de Janeiro in 56th.Known for its iconic landmarks,hosting the 2016 Olympics and the renowned Carnival,Rio is more familiar to global audiences,ranking 37th for Familiarity,co

168、mpared to So Paulos 61st.As Brazils financial centre and the continents economic hub,So Paulo ranks 59th in the Business&Investment pillar,while Rio lags at 82nd.Argentinas Buenos Aires faces significant challenges,particularly in the Business&Investment pillar,where it ranks 78th.The city and count

169、ry are grappling with crippling inflation,recently recording the highest 12-month inflation rate globally at an astonishing 237%.Under the new administration of President Milei,however,various reforms have been implemented with the aim of revitalising Argentinas economy.Governance scores are also lo

170、w,placing Buenos Aires 70th in the Governance pillar,with an 74th ranking for both good governance(respects law,high ethical standards,low corruption)and low crime and terrorism threat.However,the city shines in cultural attributes,ranking 14th for outstanding cultural festivals and 23rd for famous

171、sports teams and clubs,being home to legendary teams like Boca Juniors and River Plate.Mexico City ranks 58th overall,with a notable 22nd position for Familiarity.However,it also struggles with low Governance scores,coming in at 72nd,including an 85th ranking for good governance(respects law,high et

172、hical standards,low corruption)and 82nd for low crime and terrorism threat.On a more positive note,Mexico City ranks 12th for being perceived as fun.Ranking Analysis4243 03Insights&Analysis4445Understanding City Archetypes:A Segmentation of City BrandsUnderstanding City Archetypes:A Segmentation of

173、City BrandsKatrina Rogala Analytics Manager,Brand FinanceCities,much like commercial brands,must strategically manage their image and reputation to attract investors,talent,and tourists.With individuals enjoying greater mobility and more choices about where to invest capital,live,and go on holiday,t

174、he importance of effective branding has never been more critical.To better understand the distinct positioning of different cities,we conducted a segmentation analysis of city brands,examining the comprehensive range of 50+metrics in our research study.This resulted in four unique city archetypes:Gl

175、obal Metropolises,Thriving Centres,Heritage Capitals,and Growth Hubs.Each of these groups carries its own identity,strengths,and challenges.Global Metropolises are the powerhouses-well-known and highly regarded.These cities benefit from a phenomenon known as the mere-exposure effect,where their fami

176、liarity leads to positive associations across a wide range of attributes,from economic stability to cultural influence.Growth Hubs,by contrast,are emerging cities,with much lower familiarity.This results in more subdued associations,meaning that while they have significant potential,they face the ch

177、allenge of shaping perceptions to realise that promise.The unique characteristics of each archetype are more evident when looking at their relative brand profiles.Global Metropolises are renowned for strong economies,world-class universities,and global significance.Thriving Centres stand out for the

178、ir future growth potential,accessibility&affordability,and investment in science and technology.Heritage Capitals,with their rich history and architectural beauty,are celebrated cultural centres,but face challenges in Global Metropolises Brand Finance Plc 2024ParisNew YorkLondonTokyoDubaiSingaporeBe

179、rlinSydneyThe Worlds Leading CitiesHeritage Capitals Brand Finance Plc 2024RomeBarcelonaAthensIstanbulLisbonPragueDublinSantiagoCities Steeped in History and CultureThriving Centres Brand Finance Plc 2024Hong KongShanghaiBangkokMexico CityRiyadhKuala LumpurMumbaiCape TownThe Cities on the RiseGrowth

180、 Hubs Brand Finance Plc 2024KyivColomboNairobiBogotaKarachiDhakaHo Chi Minh CityLagosDeveloping Cities with Regional ImpactThis analysis uses K-means clustering to group cities based on similarities in performance across key metrics.It highlights distinct clusters of cities with shared characteristi

181、cs,revealing trends that might not be immediately visible.maintaining modern relevance.Growth Hubs,positioned as the next big regional players,are perceived as affordable,innovative,and having favourable taxation,but they may lack lifestyle appeal compared to the other archetypes.This analysis looks

182、 at the difference between the actual performance scores and the expected scores in order to understand the relative positioning of each cluster.City Profiles:Global Metropolises Brand Finance Plc 2024Strong and stable economyGreat universitiesCity of global significanceReliable and accessible inter

183、net connectivityAppealing lifestyleNice weatherLow bureaucracyRich history and heritageEasy to get a visaAffordable cityBeautiful architectureGreat museums and art galleriesRich history and heritageNice weatherAppealing lifestyleAttractive personal taxationEasy to do business inAccess to skilled wor

184、kforceGreat for start-ups and innovationsLeader in science and technologyCity Profiles:Heritage Capitals Brand Finance Plc 2024City Profiles:Growth Hubs Brand Finance Plc 2024Affordable cityEasy to get a visaLeader in science and technologyAttractive personal taxationAccess to skilled workforceGreat

185、 universitiesStrong and stable economyGreat museums and art galleriesBeautiful architectureAppealing lifestyleCity Profiles:Thriving Centres Brand Finance Plc 2024Easy to get a visaAffordable cityFuture growth potentialLeader in science and technologyOutstanding cultural festivalsStrong and stable e

186、conomyGreat museums and art galleriesTrustworthyFamous sports teams and clubsGreat theatres and music venues4647Competing with Your Peers and Planning Your TrajectoryAccording to Brand Finance data,reputation is correlated with the 7 dimensions of consideration in the study,and it is most strongly c

187、orrelated with consideration to visit.This makes tourism a critical entry point for broader engagement with the city.To effectively compete,cities must understand what drives their reputation.While these drivers vary by archetypefor instance,Dubai and Rome,two cities with very high reputations but l

188、ikely shaped by very different factorsthere are still some consistent themes across the board.Trustworthiness and economic strength are universal drivers of reputation across all archetypes,but there are some distinctions.For Heritage Capitals,economic stability ranks lower than in the other groups,

189、likely due to their ability to rely more heavily on tourism,sometimes to the detriment of investment in innovation and infrastructure.In Growth Hubs,trust-typically one of the top driversis also ranked much lower,reflecting their lower familiarity globally and the time it takes to build credibility.

190、As a result,these cities rely more heavily on attributes like employment and governance to bolster their reputations.Understanding City Archetypes:A Segmentation of City BrandsUnderstanding City Archetypes:A Segmentation of City BrandsGood governance and appealing lifestyle are two key attributes fo

191、und in most,but not all,archetypes.While good governance is highly valued across all groups except Heritage Capitals,an appealing lifestyle is important for all except Growth Hubs.This illustrates how each group is evaluated based on its unique offerings.While attributes such as trust,economy,govern

192、ance and lifestyle serve as reputational pillars,there are also attributes unique to each archetype that differentiate cities from their peers within that archetype.These are attributes usually not part of the general profile of the archetypes but are important in driving their reputation and make t

193、he stronger contenders stand out.Global Metropolises,for instance,have green spaces and recreation as a top 10 driver of reputation,an area that might be challenging for large,populous cities to prioritise.For Thriving Centres,it is great universities and low crime.Where typically Global Metropolise

194、s are known for universities,Thriving Centres can use this as a differentiation point to pull ahead of their peers.Heritage Capitals which pivot beyond just their historical identity and can foster a community feeling of being open and welcoming win.Meanwhile,Growth Hubs can leverage their national

195、and international connectivity to offer a very practical appeal point to investors and tourists alike.Balancing Identity and Audience:Tailoring the Brand for Strategic ImpactAs cities work to strengthen their identity within the context of their archetype,the next critical step is tailoring their br

196、and to engage different audiences without compromising their core offering.For instance,Heritage Capitals may want to emphasise their history and cultural allure to attract tourists,but to appeal to investors,they will need to highlight business opportunities and innovation.Conversely,cities typical

197、ly positioned for business,like the Thriving Centres,may primarily attract investors,but they also need to cultivate a more dynamic cultural or lifestyle offering to draw in visitors and talent.This balancing act allows cities to resonate with multiple audiences,shaping their reputation as destinati

198、ons for work,investment,tourism,and quality of life.Cities like Lisbon and Dublin have successfully navigated this,offering both strong business environments and compelling tourism experiences.Lisbon has capitalised on its tech and startup scene,while Dublin has positioned itself as a hub for multin

199、ational corporations.As we move beyond overall reputation,the next step in strategic positioning is understanding how to address the distinct needs of these varied audiences,based on the 7 dimensions of consideration to drive sustainable growth.Whats at Stake:Shaping the Future of City BrandsUltimat

200、ely,the global competition among cities is about understanding where you want your trajectory to lead and actively shaping perceptions to get there.Thriving Centres need to act fast to capitalise on current growth,while Global Metropolises must navigate challenges like affordability and bureaucracy

201、to maintain their leading status.Meanwhile,Heritage Capitals must avoid relying solely on their legacy,instead integrating innovation and economic potential to remain competitive in investment and talent attraction.And of course,Growth Hubs,with the farthest to go but also the most potential.A big p

202、art of their future rise depends on growing their familiarity,defining their strengths,and positioning themselves as the next big opportunity on the global stage.Success is about continuously evolving and shaping perceptions to meet future goals.Whether aiming for the global stage or regional impact

203、,cities that take control of their trajectory will set themselves apart.Drivers analysis on reputation as the outcome variable,at a global level,split by brands belonging to each cluster.Top Drivers of Reputation:Global Metropolises Brand Finance Plc 2024Top Drivers of Reputation:Heritage Capitals B

204、rand Finance Plc 2024Top Drivers of Reputation:Thriving Centres Brand Finance Plc 2024Top Drivers of Reputation:Growth Hubs Brand Finance Plc 2024TrustworthyStrong and stable economyAppealing lifestyleGood governanceFriendlyClean city that cares for the environmentBeautiful architectureEasy to find

205、employmentRich history and heritageGreen spaces and recreationTrustworthyStrong and stable economyGood governanceClean city that cares for the environmentCity of global significanceEasy to find employmentGreat universities/collegesLow crime and terrorism threatAppealing lifestyleGreat for start ups

206、and innovation Important drivers to all or nearly all groups Important drivers shared by 2 groups Important drivers unique to one groups Strong and stable economyEasy to find employmentGood governanceAttractive corporate taxationCity of global significanceTrustworthyGreat national and international

207、connectivityGreat for start ups and innovationClean city that cares for the environmentAttractive personal taxationTrustworthyBeautiful architectureStrong and stable economyGreat museums and art galleriesFriendlyAppealing lifestyleCity of global significanceGreat shopping,restaurants,and/or nightlif

208、eRich history and heritageOpen and welcoming4849Adapting to Change:How Inflation,Interest Rates,and Demographics Shape Travel Trends in 2024Artur Bryzghalov Place Branding Manager,Brand FinanceThe former one measures the number of kilometres travelled by paying passengers,while the latter focuses on

209、 the total number of seat kilometres available.Convergence in these two indicators points that supply and demand are moving in tandem and airlines efficiently fill their available seat capacity.More importantly,we are witnessing an upward trend in both indicators reflecting the expanding market.Dema

210、nd for travel remains resilient in regions like Europe,the Middle East,and the Americas.In Europe,a drop in inflation to a three-year low has led to increased affordability for tourists.The European Central Bank implementing further interest rate cuts earlier in October 2024 should further improve t

211、he overall economic outlook for the tourism sector.Some European destinations are already benefiting more than others as airlines expand their routes,increasing competition by covering more of the same destinations,which consequently leads to lower fare prices2.The Middle East,particularly Saudi Ara

212、bia,has emerged as a tourism powerhouse,with the region surpassing pre-pandemic levels.The influx of visitors is fuelled by robust investments in the tourism sector and the regions efforts to diversify its economy.Saudi Arabia,for instance,has seen international tourist arrivals grow by 156%compared

213、 to 2019,supported by policies aimed at economic diversification3.In the Americas,tourism has nearly fully recovered,with international arrivals reaching 99%of pre-pandemic levels by early 20244.However,inflation and rising interest rates have driven travellers to focus on domestic trips or budget-f

214、riendly options.Despite these challenges,high-income travellers continue to drive demand for luxury travel experiences,maintaining resilience in the sector.Asia is still experiencing a slower recovery in the first quarter of 2024,with international tourism returning to 82%of pre-pandemic levels5.Yet

215、,with inflation easing and Chinas full reopening,the region is expected to rebound strongly,particularly as air connectivity improves.These regional trends underscore how economic conditions are influencing global travel patterns,with affordability and strategic government policies playing key roles

216、 in sustaining demand amidst broader economic challenges.In order to sustain this tourism growth,it is essential for destination marketing organisations,local policymakers,travel agencies,and the industry in general to understand who their target customer is and,more importantly,how that ideal trave

217、ller profile changes over time.Answers to these questions can be found in the second iteration of the Brand Finance Global City Index,surveying over 15,000 respondents from 20 markets on their perceptions of the top 100 global cities.This article aims not only to provide readers with the demographic

218、 profile of the respondents but also to shed light on the key global drivers influencing the consideration to visit a particular city.Adapting to Change:How Inflation,Interest Rates,and Demographics Shape Travel Trends in 2024 Travel Industry OverviewThe global travel industry in 2024 continues to a

219、dapt to the challenges posed by inflation and high interest rates.According to the International Air Transportation Association(IATA)there has been a convergence in key measures-Revenue Passenger Kilometre (RPK)and Available Seat Kilometre(ASK)1.Global RPK and ASK(Figure 1)Brand Finance Plc 2024Sour

220、ce:IATA Sustainability and Economics using data from IATA Information and Data-Monthly Statistics*Seasonally Adjusted,Indexed to Jan 2020=100020406080100120JanAprJulOct20202021JanAprJulOct2022JanAprJulOct2023JanAprJulOct2024JanAprJul ASK RPK 5051Adapting to Change:How Inflation,Interest Rates,and De

221、mographics Shape Travel Trends in 2024 Adapting to Change:How Inflation,Interest Rates,and Demographics Shape Travel Trends in 2024 Carefully examining these drivers,alongside individual city brand results,will offer decision-makers a powerful tool for assessing whether their destination is equipped

222、 to welcome the travellers of tomorrow.Age&Demographic Shifts in Travel IntentIn 2024,there has been a subtle yet meaningful shift in travel intentions among respondents aged 18 to 59.The youngest group,aged 18-29,is 3%more likely to travel in the next five years compared to 2023.Similarly,responden

223、ts aged 30-44 and 45-59 are 2%and 1%more likely,respectively.This modest increase in travel intentions suggests a renewed optimism among younger individuals,despite recent years inflationary pressures and political volatility.At a more granular level,we are seeing a significant increase in individua

224、ls who are very likely to travel,as opposed to those who are somewhat likely.This is great news for the overall tourism industry.In contrast,older respondents aged 60-74 show more stable travel patterns,reflecting either greater financial security or fewer possibilities to travel.Education and Famil

225、y DynamicsInterestingly,those with bachelors degrees and above show a similar optimism trend.Previously being less enthusiastic about exploring new destinations,many have shifted their stance from somewhat likely to visit to very likely to visit.The same caution applies to respondents living with ch

226、ildren,who express more certainty about travelling than those living without children.Source:Brand Finance Global City Index 2023-2024 In the next 5 years,how likely are you to do the following?(Visit a city you have never been to)Source:Brand Finance Global City Index 2023-2024 In the next 5 years,

227、how likely are you to do the following?(Visit a city you have never been to)Source:Brand Finance Global City Index 2023-2024 In the next 5 years,how likely are you to do the following?(Visit a city you have never been to)Likelihood of a New City Visit|By Age(Figure 2)Brand Finance Plc 2024 Dont Know

228、 Very likely Somewhat likely Somewhat unlikely Very unlikely5%5%62%27%4%7%31%56%6%7%52%32%7%8%35%48%10%9%35%42%9%37%42%9%5%8%27%58%4%5%24%64%02040608010018-292024202330-442024202345-592024202360-7420242023Likelihood of a New City Visit|By Living Arrangement(Figure 4)Brand Finance Plc 202402040608010

229、020242023202420232024202320242023202420236%9%32%51%7%8%30%52%7%8%31%51%7%8%29%54%7%9%31%51%7%8%29%54%5%6%32%56%10%13%30%40%4%4%28%63%7%7%30%51%Living alone,no childrenLiving alone,with childrenLiving with partner,no childrenLiving with partner,with childrenOtherLikelihood of a New City Visit|By Educ

230、ation Level(Figure 3)Brand Finance Plc 202402040608010020242023202420232024202320242023202420232024202315%31%7%10%7%8%6%7%4%3%5%3%13%6%10%11%9%8%9%8%6%5%7%3%37%31%34%29%33%32%33%31%31%27%29%24%32%31%46%46%48%48%50%51%57%63%58%67%No schoolingPost-Graduate QualificationSome Secondary SchoolHigh School

231、Some CollegeBachelors Degree Dont Know Very likely Somewhat likely Somewhat unlikely Very unlikely Dont Know Very likely Somewhat likely Somewhat unlikely Very unlikely5253Adapting to Change:How Inflation,Interest Rates,and Demographics Shape Travel Trends in 2024 Adapting to Change:How Inflation,In

232、terest Rates,and Demographics Shape Travel Trends in 2024 Drivers of Consideration:What Matters Most in 2024?As discussed earlier,understanding the key factors that drive travel decisions is essential for destination marketing organisations,local policymakers,and travel agencies to capture a greater

233、 market share of the growing tourism sector.Applying statistical regression analysis to the findings of the Brand Finance Global City Index 2024,we have identified the key attributes influencing consideration to visit a city among all 45 city brand attributes in the study:+Beautiful architecture +Ap

234、pealing lifestyle +Strong and stable economy +Great shopping,restaurants,and nightlife +Rich history and heritageThese five attributes account for nearly 30%of the decision-making process,which has grown by six percentage points compared to last year.Additionally,future growth potential as well as g

235、reat theatres and music venues have become more influential year on year,reflecting a renewed interest in cultural and experiential travel.Consistently though,respondents are more likely to consider a city that is stable economically,reflecting the importance of perceptions around affluence and gove

236、rnance.Real-World Examples of Top PerformersThe top 5 city brands for consideration to visit are all European destinations:+Rome +London +Paris +Vienna +MadridWhen we zoom-in,however,on the key driving attributes of the consideration to visit,the picture slightly changes.We can see Prague,Amsterdam,

237、Dubai,Tokyo,Zurich,New York,and Athens among the leaders too.+Paris:Long hailed for its beautiful architecture,it is hard not to think of the Eiffel Tower and Notre-Dame Cathedral when discussing iconic structures that have defined Paris for centuries.Additionally,perceptions of Paris are likely to

238、benefit from the showcase offered by hosting the Olympic Games in the summer of 2024.+Amsterdam:Known for its unique work-life balance,Amsterdams cycling culture,green spaces,and relaxed attitude toward leisure have cemented its status as one of the most appealing lifestyle cities globally.+Dubai:Wi

239、th its strong and stable economy,Dubais resilience stems from its diversified sectors,including tourism,finance,real estate,trade and transport.+New York:As an epicentre for shopping,dining,and nightlife,New York offers an unmatched vibrancy,from Times Square to the hidden gems of Greenwich Village.

240、+Rome:Often described as an open-air museum,Romes rich history and heritage make it a perennial favourite.The Colosseum and Pantheon are just two historical landmarks that fascinate travellers.While scoring strong for one key attribute is indeed a great achievement,only a city brand that encompasses

241、 all or most of the relevant drivers can really get ahead of others.Among the five leading cities in terms of consideration to visit,Rome,Paris,and Vienna feature on the podium across several of the key driving attributes.While London and Madrid are not in the top 3 for these key metrics,they are no

242、t far behind and take high positions on others.It is therefore worth taking a step back from your core positioning to consider the wider picture and analyse where you stand versus key competitors.This can help you determine if adjustments to your core brand strategy can be made to put you on a strai

243、ght path to become a leading tourist destination.ConclusionAs we move through 2024,the data highlights the ever-evolving nature of travel preferences,driven by macroeconomic factors and changing consumer behaviours alike.Cities that invest in understanding and adapting to these changing preferences,

244、emphasizing their key strengths,and addressing concerns,will be better positioned to attract and retain visitors in the years ahead.The Brand Finance Global City Index provides invaluable insights to sustain and enhance their appeal in a competitive industry landscape.RankBeautiful architectureAppea

245、ling lifestyleStrong and stable economyGreat shopping,restaurant,and nightlifeRich history and heritage1RomeAmsterdamZurichNew YorkRome2ParisParisDubaiDubaiAthens3ViennaViennaTokyoParisParisSource:Brand Finance Global City Index 2024Source:1https:/www.iata.org/en/iata-repository/publications/economi

246、c-reports/air-passenger-market-analysis-august-2024/2https:/ Brand Finance Plc 20245455Top Cities for Consideration to Study:How and Why They Attract Global Talent Top Cities for Consideration to Study:How and Why They Attract Global Talent Diva Shah Senior Analyst,Brand FinanceAgla Perrin Place Bra

247、nding Analyst,Brand FinanceAs cities around the world strive to attract international students and top talent,there are lessons that can be learnt from the success of Boston,Zurich,Melbourne,Stockholm,and Toronto who are currently ranked as the best cities for those considering where to study.These

248、cities stand out for a multitude of reasons,such as academic prestige,cultural richness,and professional opportunities,making them prime destinations for students.This may also entice them to stay after completing their studies.Therefore,understanding what makes these cities captivating can offer cr

249、itical insights for others looking to enhance their own talent attraction strategies.A regression analysis was conducted among the 45 city brand attributes to pinpoint the key drivers influencing students consideration of study destination.This drivers analysis provides each factor with a relative s

250、core out of 100,revealing that great universities ranks as the highest scoring attribute.What sets these cities apart?Insights from our drivers analysis When students are deciding where to study,certain factors carry more weight in shapingtheir choice.The quality of education is naturally the highes

251、t consideration,so cities with great universities/colleges naturally stand out.This specific metric plays a crucial role because students want access to top-tier programs,world-class professors,and well-regarded institutions that can open doors to future opportunities.However,students think beyond a

252、cademics,they are also incredibly aware about comes next.Therefore,ease of finding a job during or after their studies is crucial,which explains why the easy to find employment factor holds significant importance.Being in a city with a strong job market gives students the chance to gain real-world e

253、xperience,support themselves financially,and build professional networks that can help launch their careers.A strong and stable economy is also highly attractive because it signals a city where long-term career prospects are reliable.Students want to study in a place where industries are thriving,an

254、d the job market remains steady,providing them with the security they need to plan for their future.Cities that are leaders in science and technology appeal to students drawn to innovation and cutting-edge research.With the rise of STEM field interest among the student population,having access to su

255、ch industries can shape their careers in meaningful ways.Lastly,cities that are great for start-ups and innovations resonate with students who have entrepreneurial ambitions.A strong startup culture provides an environment where students can easily find resources and support for launching their own

256、ventures.These combined factors make certain cities stand out as ideal places not only to study but to grow professionally and personally.Top Performers in Consideration to Study Brand Finance Plc 2024BostonZurichMelbourneStockholmToronto100.0100.099.099.098.9Most Significant Drivers for Considerati

257、on to Study Brand Finance Plc 2024Great universities/collegesEasy to find employmentStrong and stable economyLeader in science and technologyGreat for start-ups and innovations8.45.14.84.44.3Source:Brand Finance Global City Index 2024A deep dive on the top performing citiesGreat universities/college

258、s Cities with top-tier universities,such as the ones found around Boston and Toronto,consistently attract students due to their academic excellence and extensive research opportunities.Harvard and MIT,both right outside of Boston,are renowned globally,providing students with access to groundbreaking

259、 research and a network of influential alumni.Similarly,Torontos University of Toronto ranks highly for its diverse programs and research initiatives,fostering a rich learning environment that prepares students for global challenges.Zurich also excels in higher education with ETH Zurich,known for en

260、gineering and technology,drawing students interested in innovation.This strong educational foundation in these cities enhances students prospects and enriches their overall experience.Easy to find employment Melbourne and Toronto stand out for their job markets,offering graduates abundant employment

261、 opportunities.Melbournes diverse economy,particularly in healthcare and technology,is supported by major employers like CSL Limited,ensuring students can transition smoothly into the workforce.Toronto benefits from a robust economic landscape,with companies such as Celestica and Royal Bank of Canad

262、a driving job creation across various sectors.These thriving job markets reflect the cities strong support systems for students seeking to enter the workforce,making them appealing destinations for higher education.Strong and stable economy Zurich boasts an impressive economic environment,achieving

263、a perfect score for stability.5657With a strong financial sector anchored by institutions like UBS and Zurich Insurance Group,it offers graduates a secure foundation for their careers.Other cities like Toronto and Boston also present strong economies,driven by diverse industries that promote job gro

264、wth.Torontos growth in tech and finance,alongside Bostons innovation-driven economy,supports graduates aspirations for stable,long-term employment.This economic resilience in these cities is crucial for students considering their future career paths.Leader in science and technology Boston and its me

265、tropolitan area lead in science and technology,fuelled by its prestigious research institutions and companies like Thermo Fisher Scientific,driving advancements in biotech and healthcare.Zurich,with ETH Zurich,is also a hub for innovation,producing graduates who frequently join influential firms suc

266、h as ABB.These cities commitment to research and development not only enhances their educational offerings but Top Cities for Consideration to Study:How and Why They Attract Global Talentalso equips students with the skills needed to excel in high-demand fields,making them attractive choices for asp

267、iring scientists and technologists.Great for start-ups and innovations Toronto and Melbourne are increasingly recognized for their vibrant start-up ecosystems.Toronto is home to the MaRS Discovery District,which supports emerging ventures across technology and healthcare.Melbournes entrepreneurial s

268、pirit is evident through initiatives like LaunchVic,which nurtures start-ups and encourages collaboration among young entrepreneurs.These supportive environments empower students to transform their ideas into successful businesses,highlighting why these cities rank highly in fostering innovation and

269、 entrepreneurship.Beyond the basics Looking beyond the top 5 drivers of consideration to study,we identified several other city brand attributes that the best study destinations have scored particularly high on.Good governance Cities like Zurich and Toronto stand out when it comes to governance.They

270、 are known for their strong legal systems and low levels of corruption.This is especially important for international students as it creates a sense of security and stability for them and ease their loved ones in their country of origin.Feeling safe and supported by the government can also be benefi

271、cial to retain students once they complete their degrees as it enables them to envision a promising future.Green spaces and recreation Having access to parks and recreational areas greatly improves a citys appeal to students.Zurich,for instance,has many beautiful parks where residents can unwind,whi

272、le Melbourne is committed to green initiatives,offering numerous public parks and outdoor spaces.These areas provide students a chance to step away from their studies and enjoy nature and/or engage outdoor activities,which can promote mental health.Reliable and accessible internet connectivity In ou

273、r tech-driven world,reliable internet is essential for students.Cities like Zurich and Toronto score high in this regard,providing solid internet connectivity that supports everything from research to social networking.For students,having fast and dependable internet means they can easily access onl

274、ine resources,collaborate on projects,and stay connected with friends and family back home.Open and welcoming and strong identity/character/civic pride An open and inviting atmosphere is essential for attracting international students.Cities ike Melbourne and Toronto are known for their diverse,mult

275、icultural communities,which make it easier for newcomers to settle in and feel welcomed.This sense of belonging enhances the overall student experience.Top Cities for Consideration to Study:How and Why They Attract Global Talent Moreover,Boston and Stockholm,provide students with a feeling of commun

276、ity and belonging through their rich history,traditions,and civic pride,which can also add to the day-to-day life whilst studying there.Key takeaways from leading cities For cities aiming to boost their global talent attraction,the examples set by Boston,Zurich,Melbourne,Stockholm,and Toronto provid

277、e some key takeaways.Firstly and quite obviously,investing in high-quality educational institutions is key.Academic excellence continues to be the main driver for attracting students,and cities with a reputation for world-class education will always be ahead in this competition.Secondly,providing st

278、rong career and innovation opportunities are essential for students who are increasingly looking at long-term prospects beyond their studies.Enticing collaboration between universities and industries,cities can create an ecosystem that promotes talent retention,ensuring that students choose to remai

279、n after graduation.Lastly,cities must not neglect the importance of liveability and cultural offerings.Students are not just looking for a high-quality education-they look for an overall experience.Cities with good governance,greens spaces,internet connectivity and that are open and welcoming are mu

280、ch more likely to retain the talent they attract.Top 5 Cities Performance in Key Drivers to Study Brand Finance Plc 2024Source:Brand Finance Global City Index 2024 Zurich Boston Stockholm Melbourne TorontoGreat universities/collegesEasy to find employmentStrong and stable economyLeader in science an

281、d technologyGreat for start-ups and innovations91.2 83.3 76.0 86.5 78.9 89.1 81.6 100.0 85.1 91.4 81.8 91.5 62.9 87.3 77.9 76.7 73.4 81.8 73.3 76.4 90.291.674.284.382.45859Environmental SustainabilityPeople&ValuesLiveabilityGovernance1ZurichAmsterdamMiamiZurich2CopenhagenViennaSydneyGeneva3GenevaLis

282、bonMelbourneLuxembourg4AmsterdamSydneyZurichOslo5TokyoCopenhagenTorontoSingaporeSustainability Insights from the Global Cities Index Sustainability Insights from the Global Cities Index Robert Haigh Strategy&Sustainability Director,Brand FinanceSofia Liszka Senior Strategy&Sustainability Consultant,

283、Brand FinanceThough much attention is given to national sustainability policies,localized efforts are ultimately what translate legislation into tangible action.Given this,it comes as no surprise that sustainability is an important driver of consideration when deciding to visit,live,work,or study in

284、 a city.Sustainability as a Driver of ConsiderationBrand Finances latest Global Cities Index data assesses sustainability themes comprehensively.Environmental sustainability and governance have their own explicit pillars,and for this analysis we combine aspects of the People and Values and Liveabili

285、ty pillars to assess social sustainability.Sustainability-related drivers of consideration for living in a city are shown in Figure 1.Among environmental attributes,a citys cleanliness and care for the environment was the top-ranking driver,at 3.8%.On social sustainability attributes,the appeal of a

286、 citys lifestyle was highest,at 3.7%.Access to healthcare and the affordability of the city were less prominent social attributes,though arguably these factors contribute to an appealing lifestyle.Altogether,sustainability-related attributes drive 37.2%of consideration to live in a city.Top 5 Cities

287、 by Sustainability-related Pillar(Figure 2)Brand Finance Plc 2024Best-Perceived Cities for SustainabilityThe best-perceived cities on sustainability tend to rank highly on more than one pillar across Environmental Sustainability,People and Values,Liveability,and Governance.The top cities for each pi

288、llar are depicted in Figure 2.Eight cities around the world rank in the top 20 on all four pillars:Copenhagen,Geneva,Melbourne,Sydney,Toronto,Vancouver,Vienna,and Zurich.Cities with top 20 ranks on three of the pillars include Amsterdam,Edinburgh,Luxembourg,Oslo,Singapore,and Stockholm.This list of

289、leaders highlights the dominance of Western Europe in sustainability perceptions,with Asia Pacific and North America also well-represented.European cities occupying top perceptual ranks may be in part because they exist within the most rigorous policy landscapes for sustainability action.The most su

290、stainably perceived European citiesCopenhagen,Geneva,Vienna,and Zurichshare a prioritisation of green spaces,abundant renewable energy sourcing,and large uptake of cycling and public transport modes.The nations they sit within all have either 2040 or 2050 net zero carbon emissions targets;in fact,Co

291、penhagen set its own 2025 net zero target back in 2012 and continues to progress against it.Role of Sustainability Attributes in Driving Consideration to Live in a City(Figure 1)Brand Finance Plc 2024Clean city that cares for the environmentGreen spaces and recreationGreat national and international

292、 connectivity(rail,road,water and air)Easy to get around by bicycleEasy to get around by carEasy to get around by public transportEnvironmental SustainabilityGood governance(respects law,high ethical standards,low corruption)Low crime and terrorism threatResidents participate in governanceEasy to ge

293、t a visaLow bureaucracyGovernanceSocial SustainabilityAppealing lifestyleAccessible and good quality healthcareAccessible to the elderly and people with disabilitiesAffordable city(housing,education,cost of living)Open and welcomingReliable and accessible internet connectivityDiverse/multicultural4.

294、3%4.0%2.3%1.7%1.1%3.8%2.1%1.8%1.3%1.2%0.9%3.7%2.5%2.2%1.6%1.3%1.0%0.4%6061More broadly,cities across Europe and the rest of the globe have been vocal in their battles against over-tourism,on the grounds that high tourism is simply unsustainable.Cities like Amsterdam,Barcelona,and those across the Gr

295、eek islands have instituted levies and seasonal bans to control crowds and preserve the integrity of neighbourhoods for residents.Perceptual leaders in the Cities Index,however,have taken a different approach.Geneva spotlights sustainability for tourists with its own sustainability certification sys

296、tem,labelling venues that sell local products and products made from local premium agriculture practices.Copenhagen piloted a rewards program that gamifies sustainability for tourists who opt into activities like biking or cleaning up the city,getting free entry into attractions,tours,or refreshment

297、s in exchange.Do Perceptions Translate to Performance?City-level sustainability commitments and initiatives often differ from greater national attitudes.In the United States,for example,cities are better positioned to set their own climate targets or incorporate more green spaces than the state or n

298、ational government.However,higher levels of government can issue mandates on topics like clean transportation or affordable housing,which cities are expected to deliver on.Cities within nations that have strong sustainability associations tend to be subject to a halo effect;that is,perceptions of a

299、state,nation,or region as sustainable can positively influence city-level perceptions.Given these dynamics,perceptions and performance often become entangled.In reality,cities around the worldsustainability leaders and laggards alikeshare the challenge of acting to meet the aims of wider internation

300、al agreements,like the 2015 Paris Agreement or the 2030 United Nations Sustainable Development Goals.Each city has its own constraints,from budgets to infrastructure to political gridlock,which affect its capacity to deliver on sustainability ideals.Advice for City Brand LeadersFor city brands,demon

301、strating a commitment to sustainability is a delicate task.A city brand needs to carefully manage the associations it may have,for better or for worse,with the greater state,nation,or region it sits within.When done right,sustainability-related communications can help support tourism,relocation,and

302、talent attraction for study or work,so long as the messaging is accurate and relevant.At a minimum,sustainability communications must be accurate to mitigate reputational risk and greenwashing accusations.Accuracy covers not exaggerating or misrepresenting actions taken,as well as not over-emphasizi

303、ng achievements and positive highlights.City brand leaders must balance accuracy with relevance:engaging stakeholders helps ensure that the city brands messaging resonates by focusing on the sustainability themes that matter most.To communicate confidently,city brand leaders must also strive to buil

304、d their sustainability literacy.Those responsible for communications can become well-informed about the city brands sustainability progress and goals by learning from those responsible for driving sustainability action.Sustainability Insights from the Global Cities Index 62Market ContactEmailAfricaJ

305、eremy SAsia PacificAlex HAustraliaMark CBrazilEduardo CCanadaLaurence NChina Scott CDenmark/Norway/SwedenCristobal Pohle VEast Africa Walter SFranceBertrand C IndiaAjimon FIrelandAnnie BItalyMassimo PMexicoLaurence NMiddle EastAndrew CNigeriaTunde OPhilippinesNina FPolandKonrad JPortugalPilar Alonso URomaniaMihai BSouth AmericaPilar Alonso USpainPilar Alonso USri LankaDhanushika SSwitzerlandMarco CTurkeyMuhterem IUnited KingdomAnnie BUSALaurence NVietnamQuyen LFor more information on our services and valuation experience,please contact your local representative:Brand Finance Network#CityB