City RepTrak® is a global survey of more than 19,000 consumers, collected in the G8 countries, that ranks the world’s 100 most reputable cities based on levels of trust, esteem, admiration and respect, as well as perceptions regarding 13 attributes, grouped into three dimensions: “Advanced Economy”, “Effective Government” and “Appealing Environment”.
Study results confirm the link between city reputations and economic outcomes and the need for destinations to pay attention to their reputation.
Vienna has the world’s best reputation.The rest of the top five cities include: Munich, Sydney, Florence, and Venice. Moscow, Mexico City, Karachi, Cairo and Bogota are rated at the bottom of the scale.
Top Trends include:
Seven of the top ten cities are in Europe
European cities lead City RepTrak® ranking. The average rating for European cities is 68.6 points. The average rating for North American cities is slightly behind at 66.9. Far behind, the cities of Asia-Pacific, Latin America and Africa rated 57.0, 54.1 and 51.2, respectively.
Economy is not enough
Perceptions related to high quality of life standards, appealing urban areas and safety are more relevant to reputation than an economic indicator such as GDP. In fact, only London and Barcelona – both classified at the top-ten in 2014 City RepTrak® – are also at the top of the list in economic indicators.
Country's reputation is crucial
The reputation of a country affects the reputation of its cities. In fact, 2014 City RepTrak® results confirm that there is a close correlation between them. In general, cities’ reputations tend to be higher than the reputation of their home countries, although there are some notable exceptions. For example, all Canadian cities measured in the study (Vancouver, Montreal and Toronto) have a reputation below (by 0.8, 2.5 and 5.7 points, respectively) the reputation of Canada (75.6 points).
Visibility influences reputation
Renowned cities often have better reputation. In fact, seven of the most celebrated cities around the world are included in the list of the 30 cities with “strong” reputations, according to the results of our study. There are also exceptions. Perth and Brisbane are hardly known outside their country (Australia), but have a Pulse above 70 points.
City Reputation matters and it’s important to create support across the whole stakeholder ecosystem… In order to work strategically with your reputation and brand you should:
Start the conversation with Reputation Institute: firstname.lastname@example.org
Why City RepTrak® Study matters to you:
The insights generated through the City RepTrak® Study allow decision makers to: