Empowering city brands: Bridging the perception and reality divide

October 2016


Cities wield more power and influence than ever before. Currently, more than half of the world’s population calls a city their home and in 2050 that number is estimated to rise to two-thirds.

Our unique access to data from two PwC studies informs our analysis that contributes to the report, Empowering city brands: Bridging the perception and reality divide.

In this compelling report, we explore the world’s perception of major cities, how these perceptions might differ from reality—and why we should pay attention. The two studies reveal gaps between perception and reality, and the implications and benefits of aligning the two, and guide us in providing examples of how global cities have worked to change both perception and reality in the past.


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Consumer Intelligence Series

The Consumer Intelligence Series is PwC's ongoing consumer focused research through which we gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape. Our findings reflect the intersection between an online survey, a series of focus groups, immersion sessions with industry specialists and an online listening campaign.

Contact us

Deborah Bothun
Global Entertainment & Media Leader, PwC
Tel: +1 (646) 471 9048

Matthew Lieberman
Advisory Marketing Leader
Tel: +1 (213) 217 3326

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