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The world’s most comprehensive research studyon perceptions of city brands About Brand Finance Request your own City Perceptions Report Ranking AnalysisWhat are the highlights from this year’s Index?20 Ranking Analysis22by Konrad Jagodzinski,Place Branding Director, Brand Finance Brand SpotlightsWhat do the place brand leaders say?42 Interview with London & Partners45by Rose Wangen-Jones, Managing Director, Marketing, Destination and Commercial, London & Partners Expo 2020 Dubai: Case Study | Market Research & ROI Analysis46by Sholto Douglas-Home, Chief Sales and Marcomms Officer, Expo City Dubai Interview with Space Center Houston49by William T. Harris, President & CEO, Space Center Houston Insights & AnalysisWhat do our analysts say?50 Understanding City Archetypes: A Segmentation of City Brands52by Katrina Rogala,Analytics Manager, Brand Finance Adapting to Change:How Inflation, Interest Rates, and Demographics Shape Travel Trends in 202456by Artur Bryzghalov,Place Branding Manager, Brand Finance Top Cities for Consideration to Study: How and Why They Attract Global Talent62by Diva Shah, Senior Analyst, Brand Finance& Aglaë Perrin, Place Branding Analyst, Brand Finance Sustainability Insights from the Global Cities Index66by Robert Haigh, Strategy & Sustainability Director, Brand Finance Disclaimer The opinions and data analysis expressed in the report are not tobe construed as providing investment or business advice. BrandFinance does not intend the report to be relied upon for any reason Brand Finance has produced this study with an independent andunbiased analysis. The data derived and opinions produced inthis study are based only on survey findings and publicly available Data compiled for Brand Finance reports are provided for the benefit ofthe media and the public and are not to be used for any commercial ortechnical purpose without written permission from Brand Finance. About Brand Finance Brand Finance is the world’s leading brand evaluation and strategyconsultancy. Bridging the gap betweenMarketing and Finance Our methodology has been certifiedby Austrian Standards and is accredited Brand Finance was set up in 1996with the aim of 'bridging the gap betweenmarketing and finance'. For more than We advise DMOshow to boost their place brands Brand Finance has been conducting anannual Nation Brands study on the world’s mostvaluable and strongest nation brands for nearly Quantifying the financialvalue of brands We put thousands of the world’sbiggest brands to the test every year.Ranking brands across all sectors The Global Soft Power Index expands on thatmethodology to provide an all-round viewof perceptions of nation brands. The BrandFinance Global City Index does the same for citybrands. Understanding those perceptions is keyfor national, regional, city, and corporate brands Unique combinationof expertise Our teams have experience acrossa wide range of disciplines frommarketing and market research, The stronger the place brand's perceptions,the greater its ability to attract investments, Priding ourselveson technical credibility Brand Finance is the world's first brandvaluation consultancy to join the InternationalValuation Standards Council. A charteredaccounting firm based in London and For all enquiries, please contact:Konrad JagodzinskiPlace Branding Director, Brand Financek.jagodzinski@brandfinance.com linkedin.com/company/brand-financetwitter.com/brandfinance Artur BryzghalovPlace Branding Manager, Brand Financea.bryzghalov@brandfinance.com For more information, please visit our website:www.brandfinance.com/gobalcityindex Insight Requestyour own Identify strengthsand weaknesses of your Compare your brandto competitors and track A City Perceptions Report providesa full breakdown of your city brand´sperformance in all metrics of theBrand Finance Global City Index, Strategy Adjust brand positioningand set long-term goals Accountability Each report includes expertrecommendations for improvingyour city brand perceptions and offers Measure ROI and modifymarketing budgets to support Communication Education Educate key stakeholdersabout the benefits of brand Strong city brands also attract investment,businesses, and economic opportunities, creatingan environment conducive to development andgrowth. They enhance global competitiveness, I am proud to announce that London has beenchosen as the best city brand in the world for thesecond consecutive year, followed by New York andParis once again, and I congratulate all three cities.I also wanted to share my special congratulations David HaighChairman & CEO,Brand Finance I am pleased to announce the launch of thesecond annual Brand Finance report focusingon city branding. This report continues to addto Brand Finance's extensive track record in thefield of place branding and complements ourother annual reports on Nation Brands and Soft While essential for overall success, globalfamiliarity is not necessary t