The Anholt-GMI City Brand Hexagon and the saffron European City Brand Barometer: a comparative study

Abstract

Competition between cities is growing more than ever due to cheaper and easier travel opportunities, international investors, a growing free labor force flow, and, of course, the Internet. Besides the material capabilities of cities, how well they are able to brand themselves plays a large part in their success. The number of tourists, investors, new inhabitants, or the products of the city depend on the success of this self-branding. It also affects the locals and their sense of pride and contentment living in the city. Fortunately for cities, more and more brand models and rankings are available to assess their standing among others in respect to image and to reveal their comparative shortcomings. This information allows them to make more informed decisions regarding which route to take in branding themselves. Although these models use different methodology, the rankings show the same cities finishing in the top. Keywords: city branding, city marketing, city ranking, Budapest, Hungary