By Andrew Stevens and Greg Clark
The Tokyo city brand is one of the least studied of all world city brands, although it is also one of the most embedded. Tokyo has been subjected to some of the most destructive natural and human-made disasters in recent years, including an earthquake, tsunami and a nuclear accident.
The city’s brand, however, has proven to be extremely resilient. According to the 2011 Anholt-GfK Roper City Brands Index study, Tokyo’s brand has seen no significant erosion as a result of these phenomena, finishing 10th among the 50 cities measured in the Index.
Regarding Tokyo’s place in the Index, Simon Anholt, City Brands Index founder, commented, “the stability of Tokyo’s brand image comes as no surprise, since the city consistently ranks impressively on welcoming people, amenities, cultural richness, education and business climate…the reputations of countries and cities are never affected by acts of god, only by acts of men.”
Tokyo’s brand platform
Tokyo’s brand is promoted externally, and projected globally, by the Tokyo Metropolitan Government, through its Governor, formerly Shintaro Ishihara. The Governor, who was in power from 1999 until October 2012, issued a 10 year plan in 2006, “Tokyo’s Big Change”, which has the intention of improving and enhancing the city by 2016, the year in which they intended to host the Olympic Games. Although their bid for the Games was ultimately unsuccessful, these improvements are still going ahead as planned, with some having being accelerated.
In the Plan, the Governor highlights Tokyo’s intention to become globally known as a “beautiful and safe city.” More specifically, the plan highlights goals such as: negating certain aspects of post-war urban development through the increased use of waterfront and greenery, achieving a global reputation for sustainability and disaster management, Tokyo becoming the ‘cultural hub of Asia’ and ‘attracting people from around the world.’ The plan was formulated by the Headquarters of the Governor and approved by the Tokyo Metropolitan Assembly.
Tourism Promotion, City Promotion and Sister Cities relations, as well as the Asian Network of Major Cities 21, are all overseen by various sections of the Tokyo Metropolitan Government, while the Tokyo International Anime Fair and Tokyo Marathon are also managed by publicly owned enterprises.
In addition to “Tokyo’s Big Change”, and in response to the challenges facing the city in the light of the impact of the tsunami and earthquake, Tokyo Vision 2020 has been developed as a means of transforming the city, as part of the city’s bid for the 2020 Olympic Games. It is through achieving the following eight specific goals that Tokyo intends to promote its brand to the world, “presenting the world with a vision of how cities should be”: Achieve a sophisticated disaster-resistant city and demonstrate Tokyo’s safety to the world, create a low-carbon society with a highly efficient, independent and distributed energy system, restore Tokyo to a beautiful city surrounded by water and greenery, connect land, air, and sea to raise Tokyo’s international competitiveness, put Tokyo on a new track to growth by raising industrial power and the allure of the city, build and show the world an urban model for a society with a low birth-rate and aging population, raise globally competent individuals by creating a society where anyone can strive for high goals, and create a society where everyone can enjoy sports and provide children with dreams.
The next step
One of Tokyo’s major brand weaknesses is the perception of its cleanliness; the city ranks in the bottom half of all measured nations in the 2011 Anholt-GfK Roper City Brands Index. Is Tokyo an open city? There are many aspects of the cosmopolitan society in Tokyo but the perception of closed institutions and the city’s reputation for isolationism is an oft cited factor for Tokyo failing to compete with other cities on a regional, as well as global level.
Tokyo recognises both of these weaknesses and is in the process of addressing them, but whether or not they can be overcome and Tokyo can begin to compete with the likes of London, Paris and New York remains to be seen.
Source: Developed with material from www.citymayors.com
Top image credit : Photobank gallery
35 Comments
Superb post however , I was wanting to know if you could write
a litte more on this topic? I’d be very grateful if you
could elaborate a little bit more. Appreciate it!
Quality posts is the main to be a focus for the visitors to visit the site, that’s what this website is providing.
Have you ever considered publishing an ebook or guest
authoring on other websites? I have a blog based on the same topics you discuss and would love to
have you share some stories/information. I know my visitors would appreciate your
work. If you’re even remotely interested, feel free to shoot me an e
mail.
What’s up, I log on to your new stuff on a regular basis.
Your humoristic style is awesome, keep up the good work!
An outstanding share! I have just forwarded this onto a colleague who had been conducting
a little research on this. And he actually ordered
me dinner due to the fact that I stumbled upon it for him…
lol. So allow me to reword this…. Thanks for
the meal!! But yeah, thanx for spending the time to
talk about this subject here on your site.
Hello! Would you mind if I share your blog with my
myspace group? There’s a lot of people that I think would really
enjoy your content. Please let me know. Cheers
you’re really a just right webmaster. The site loading
velocity is incredible. It kind of feels that you are doing any distinctive trick.
Also, The contents are masterwork. you have done a excellent
activity in this subject!
Pretty nice post. I just stumbled upon your weblog and wanted to say that I
have truly enjoyed surfing around your blog posts.
In any case I will be subscribing to your rss feed and I hope you write
again soon!
whoah this weblog is wonderful i really like reading your articles.
Keep up the great work! You already know, many persons are looking around for
this information, you could aid them greatly.
Thanks for sharing your thoughts about urban planning.
Regards
whoah this weblog is fantastic i really like studying your posts.
Keep up the good work! You already know, a lot of persons
are searching around for this information, you can help them
greatly.
This post will help the internet users for building up new blog or even a weblog from start
to end.
First of all I want to say great blog! I had a quick question in which I’d like to ask
if you do not mind. I was curious to find out how you center yourself and clear your head before writing.
I have had a difficult time clearing my mind in getting my ideas out there.
I truly do enjoy writing but it just seems like the first 10 to 15 minutes are usually lost just trying to figure out how to begin. Any suggestions or tips?
Thanks!
I’m extremely impressed along with your writing talents as
neatly as with the structure in your blog. Is this a paid
theme or did you customize it yourself? Either way stay up the nice high quality writing,
it’s uncommon to look a nice weblog like this one today..
Hey superb blog! Does running a blog similar to this require a great deal of work?
I’ve absolutely no understanding of programming however I had been hoping to
start my own blog soon. Anyways, if you have any recommendations or techniques for new blog owners please share.
I know this is off subject nevertheless I just needed to ask.
Many thanks!
I am regular visitor, how are you everybody? This paragraph posted at this website
is actually good.
Hey there, You have done an incredible job. I will certainly digg it and personally suggest to my friends.
I am confident they’ll be benefited from this web site.
Spot on with this write-up, I actually believe that this site needs far more
attention. I’ll probably be back again to read more,
thanks for the info!
Awesome! Its in fact amazing post, I have got much clear idea on the topic of from this piece of writing.
Hi there colleagues, fastidious piece of writing and pleasant urging commented at this place, I am actually enjoying by these.
A fascinating discussion is worth comment. I believe that you need to write more about this subject, it may not be a taboo matter but typically people don’t speak about these subjects. To the next! Kind regards!!
I do not even know how I ended up here, but I thought this post was
good. I don’t know who you are but definitely you are going to a famous blogger if
you aren’t already 😉 Cheers!
Can I just say what a comfort to uncover someone that really understands what they’re discussing on the internet.
You actually understand how to bring an issue to light
and make it important. More people ought to read this and understand this side of your story.
I can’t believe you’re not more popular since you certainly possess the gift.
It’s an remarkable post in support of all the web visitors; they will
get benefit from it I am sure.
Hi there, I found your website by the use of Google while searching for a similar subject, your web site came up, it seems good.
I have bookmarked it in my google bookmarks.
Hi there, just become alert to your blog thru Google, and located that it is truly informative.
I am going to watch out for brussels. I’ll be grateful
for those who continue this in future. Lots of folks
shall be benefited from your writing. Cheers!
Hello, recognition you in regard to tidings! I repost in Facebook
Peculiar article, just what I wanted to find.
Hello, blame you looking for facts! what helps viagra work better http://viapwronline.com I repost in Facebook.
chrissy teigen legend viagra
Hey there! I’ve been reading your site for a long time now and finally got the courage to go ahead and give
you a shout out from Huffman Texas! Just wanted to tell you
keep up the fantastic job!
Hello, awareness you http://cialisxtl.com looking for low-down! liquid cialis
viagra pill
Hey very cool blog!! Man .. Excellent .. Amazing .. I’ll bookmark your I’m happy to find so many useful info here in the post, we need develop more strategies in this regard, thanks for sharing. . . . . .
Do you mind if I quote a couple of your articles as
long as I provide credit and sources back to your site? My website is in the very same
niche as yours and my visitors would genuinely benefit from
a lot of the information you present here.
Please let me know if this alright with you. Cheers!
Hi there friends, its impressive paragraph about educationand completely
defined, keep it up all the time.
Excellent blog here! Also your web site loads up
very fast! What host are you using? Can I get your affiliate link to
your host? I wish my site loaded up as fast as yours lol
Cialis generic cialis generic cialis bitcoin