GfK Sverige AB

GfK ROPER AND ANHOLT - CITY BRANDS INDEX

Pressmeddelande   •   Apr 16, 2009 11:29 CEST

NEW YORK, NY - GfK Roper Public Affairs & Media, a division of GfK Custom Research North America, today announced it has partnered with Simon Anholt, renowned government adviser and author, to offer a more in-depth City Brands IndexSM. The Anholt-GfK Roper City Brands Index (CBI) builds on three years of work tracking global attitudes to help governments, organizations and businesses understand, evaluate and ultimately build strong city image and reputation. The 2009 study will have several new features including city-to-city brand dimension comparisons and global temperature maps that visually capture country-bycountry positive and negative perceptions of a city. "By partnering with GfK, we are able to provide deeper analysis and offer more
comprehensive city-to-city comparisons," says Simon Anholt. "The new study not only creates an opportunity to better understand a city's brand, but also provides
a picture of where it stands against other key global destinations." Fielded in 20 countries, the study measures how consumers across the globe feel about 50 key cities to better understand the projected brand of each location. The cities represented come from major developed and developing countries that play important and diverse roles in the flow of business, culture and tourism. Selected based on objective measures such as infrastructure, climate and population size as well as political, economic and cultural strengths, the cities
included are listed below:
• Western Europe: Amsterdam, Barcelona, Berlin, Brussels, Copenhagen, Dublin, Edinburgh, Geneva, Helsinki, London, Madrid, Milan, Paris, Rome, Stockholm, The Hague, Vienna
• Central/Eastern Europe: Budapest, Istanbul, Moscow, Prague, Warsaw
• Asia Pacific: Auckland, Bangkok, Beijing, Hong Kong, Melbourne, Mumbai, Seoul, Shanghai, Shenzhen, Singapore, Sydney, Tokyo
• North America: Boston, Chicago, Dallas, Los Angeles, New York, San Francisco, Seattle, Toronto, Vancouver,
• Latin America: Buenos Aires, Mexico City, Rio de Janeiro
• Middle East/Africa: Cairo, Dubai, Jeddah, Johannesburg

Press Release FOR IMMEDIATE RELEASE
April 14, 2009
For more information contact:
Deanna Decker
Padilla Speer Beardsley
212-752-8338
ddecker@psbpr.com
Meghan Callaghan
Padilla Speer Beardsley
212-752-8338
mcallaghan@psbpr.com
Kellie Radford
GfK Custom Research
North America
212-240-5508
info@gfkamerica.com
Page 2 of 3
GfK Custom Research
North America

Each city is rated by approximately 6,000 respondents worldwide across the following six dimensions:
• Presence: Knowledge of the city, perception of its global contribution to science, culture and governance, along with city "brand signatures".
• Place: The overall cleanliness of the environment, its climate and other aesthetic qualities.
• Pre-requisite: Affordable accommodations and quality standards of public amenities.
• People: General nature of the population, how they make visitors feel (i.e. safe, welcome, etc.), work ethic and cultural diversity and sophistication.
• Pulse: Ability to attract visitors and residents, availability of interesting events, food, fashion, arts, culture, sports, shopping and nightlife.
• Potential: Perception of the city as a good place to do business, go to school and/or work.
"Attracting business and tourism is more important now than ever before," explains Xiaoyan Zhao, Senior Vice President, GfK Roper Public Affairs & Media.
"Armed with an accurate picture of global public perception, city tourism boards
and economic development organizations can highlight positive features and work on any potential weaknesses."

Results of CBI are expected to be released in May 2009. It follows the successful launch last year of The Nation Brands IndexSM (NBI), which was also conducted
in partnership with Simon Anholt. NBI measures the image of 50 nations in 20 core countries and currently serves government agencies in five continents. For more information on the Anholt-GfK Roper City Brands Index or Nation Brands Index, please visit www.gfkamerica.com and/or www.simonanholt.com.
Anholt-GfK Roper City Brands Index Methodology
CBI measures the image of 50 cities with respect to Presence, Place, Prerequisite,
People, Pulse, and Potential. Each year, a total of 10,000adults ages 18 and up are interviewed in 20 core countries.

GfK Custom Research
North America
About GfK Roper Public Affairs & Media
GfK Roper Public Affairs & Media is a division of GfK Custom Research North
America.