soft power, global market, asia news
Soft Power Drives City Reputation and Success in Asia Pacific
Weber Shandwick11.12.2014Read original
Now more than ever, soft power has become the key to building a global reputation. It ensures a country can establish itself as a `brand´ and stand out from its neighbor, attracting more investments, business, tourism and boosting overall economic development. Results of a new study conducted by Weber Shandwick, which examines eight Asian cities across 16 soft power attributes, reveals how the different combination of these attributes contribute to a differentiated positioning of a city’s brand reputation and perceived influence. This is how it works.
A new and far-reaching study conducted by Weber Shandwick, one of the world’s leading global public relations firms, uncovers the increasing significance of “soft power” as a key contributor to the reputation of cities in Asia Pacific. “Engaging Cities: the Growing Relevance of Soft Power to City Reputations in Asia Pacific” focuses on how cities in the region leverage soft power – that is, those attributes of city brand reputation beyond politics, economics and military might – and reveals Tokyo’s leading reputation as a city of influence in Asia Pacific with its reputation as a creative hub driving its top ranking across 10 of 16 soft power attributes examined.
The study examines eight cities – Bangkok, Hong Kong, Kuala Lumpur, Seoul, Shanghai, Singapore, Sydney and Tokyo – across 16 soft power attributes that, when combined, contribute to a differentiated positioning of a city’s brand reputation and perceived influence. They include social media and digital technology; tourism; food, culinary and dining experiences; architecture and design; sustainability and the environment; and standard of living. In partnership with KRC Research, Weber Shandwick interviewed 4,147 people online and spoke with 20 experts in sectors as diverse as media, design, architecture, retail, sports and trade […]