2016 Melbourne, Australia

Melbourne, Australia. Nominated as a Knowledge Metropolis. Melbourne is recognized internationally as a business, cultural, education, research, technology and events based city. Through the development of the Office of Knowledge Capital (OKC), in partnership with the 8 universities and the Committee for Melbourne, the City has shown the leadership to brand Melbourne as Australia’s Knowledge Capital.

Melbourne is recognized internationally as a business, cultural, education, research, technology and events based city. Through the development of the Office of Knowledge Capital (OKC), in partnership with the 8 universities and the Committee for Melbourne, the City has shown the leadership to brand Melbourne as Australia’s Knowledge Capital and to support this through tangible initiatives that address the 3 key strategic objectives:
 
1.       To develop and promote Melbourne locally, nationally and globally to achieve recognition as “Australia’s Knowledge Capital”
2.       Facilitate collaboration between universities and with governments, businesses and communities;
3.       Form links with other ‘knowledge cities’ to enable mutually beneficial interactions.
 
The City of Melbourne branding and 5 year plan, adopted by Council, addresses this more broadly in the context of :
 
- Prosperous City
- Knowledge city
- Eco-city
- Connected city
- Creative City
 
Supporting Indicators:
 
The Anholt City Brands Index (GfK, 2009) is designed to measure a city’s overall international image and appeal. The underlying premise is that there are already many surveys and publications in existence which evaluate the reality of visiting or living in places, but that what is missing is what people believe about those places – even if they haven’t directly experienced them. The index measures a mix of global perceptions related to a city’s local people, policies, products, culture, business, climate and tourist attractions. Responses reflect respondents’ attitudes which can be influenced by their level of familiarity with a city and ‘trends’, ‘fashions’ or media coverage.
 
The 2009 survey was conducted in 20 major developed and developing countries with 10,068 online interviews with adults aged 18 or over. The index ranks 50 cities based on the following dimensions:
 
•             Presence: how familiar people are with each city and how much of a contribution they believe that it has made to the world in the last 30 years;
•              Place: physical and climatic attributes;
•             Prerequisites: basic amenities such as affordable accommodation and the standard of schools, hospitals etc;
•              People: friendliness and safety;
•              Pulse: variety of activities available;
•             Potential: what economic opportunities each   city offers.
 
Melbourne ranked 15th best brand in the world, overall. Its reputation as a friendly and welcoming destination is reflected in the People index where it is ranked 3rd. Melbourne also made 5th in the list of happiest cities.