Panel discussion at CEOs for Cities 2014 National Meeting covers the power of place branding and competitive identity in cities. For more info, visit ceosforcitiesnationalmeeting.org.

1. THE RESONANCE REPORT
THE DISTINCTIVE CITY DIVIDEND:
THE POWER OF PLACE BRANDING
AND COMPETITIVE IDENTITY
RESONANCECO.COM

2. WHAT IS A BRAND?

5. Estimated Value of Coca-Cola’s “brand”
is $79.2 billion - Interbrand 2013

6. BRAND EQUITY
Brand Equity is “the set of assets and liabilities
linked to a brand’s name and symbol that adds to
or subtracts from the value provided by a product
or service to a firm and/or that firm’s customers.”
-DAVID AAKER, MANAGING BRAND EQUITY

7. PLACE EQUITY
Place Equity is the set of assets and liabilities
linked to a city’s name and identity that adds to
or subtracts from the perceived attractiveness of
a city as a place to live, visit and invest.

8. Unlike Brand Equity, Place Equity is built
and shaped by much more than marketing
and promotions.

9. In an age where traditional marketing and
advertising influence people less and less,
locals and visitors themselves are increasingly
influencing and shaping the identity and
perception of cities through their evaluation and
recommendation of experiences in social media
networks – broadcast via the comments, images
and reviews they share with family, friends, and
people around the world.

10. PLACE EQUITY INDEX
The Place Equity Index is a measure developed
by Resonance Consultancy to quantify and
benchmark the relative quality of place, reputation
and competitive identity of one city to another
using both traditional statistical measures and
qualitative evaluations by locals and visitors in 24
fields grouped into six core categories.

11. PLACE
Perceived quality of a city’s natural
and built environment

12. PRODUCT
Perceived quality of a city’s key
institutions, attractions and
infrastructure

13. PROGRAMMING
Perceived quality of a city’s arts,
culture and entertainment

14. 14 | U.S. Place Equity Index 2015
PEOPLE
Perceived character and diversity of
a community

15. PROSPERITY
Perceived wealth and opportunity
in a city

16. PROMOTION
Quantity of articles, references and
recommendations online

17. THE DISTINCTIVE CITY DIVIDEND:
THE POWER OF PLACE BRANDING
AND COMPETITIVE IDENTITY
17 | U.S. Place Equity Index 2015
THE RESONANCE REPORT
RESONANCECO.COM