Quote:
Originally Posted by Shawn
Guys, a lot of you know I’ve been agency-side marketing and branding for 20 years now. Our travel, hospitality, and tourism client list still impresses me all these years along. I have hundreds of prop qualitative / quantitative studies on destination brand equity in target markets.
I can’t speak for EMEA, but when it comes to APAC, Atlanta is unknown. Few American cities have successfully broken through in my neck of the woods: NYC, SF, “Hawaii”, Las Vegas, and LA. Those are your only American cities with broad brand recognition in Japan, Korea, Taiwan, the PRC, SG, etc. Second tier cities with niche equity are Boston, Seattle, Orlando, and DC. That’s it. New Orleans barely registers, even with audience segments who overindex on international travel propensity. Atlanta doesn’t register at all. Chicago doesn’t even register. Americans tend to have an inflated understanding of how well their home state or city is known outside of the US and Canada.
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That's interesting, but not sure it's really relevant to this discussion. I took the original question of this thread to mean "which Southern cities have impacted US culture the most". It's not about which cities have the best brand recognition, here or in Asia.
I just don't see how brand recognition = cultural impact. Furthermore, it's pretty clear based on this list of cities, that awareness is tied to 1) geography and 2) major tourist attractions. Of course West Coast cities are generally going to be more recognizable to people in Asia...it's where the majority of flights between the two places o/d. It's also where some of the largest communities of Asians live in North America (NYC and Toronto being notable outliers). Outside of those cities, you have basically the global capital of NYC, the national capital, Vegas and Disneyworld. Asians aren't aware of these places due to their tremendous local cultures. It doesn't surprise me one bit that people in Asia are generally unaware of New Orleans. Does that mean New Orleans has no cultural impact? I just think conflating awareness, especially on the other side of the world, with domestic cultural impact is comparing apples and oranges.