Berlin gains in international renown

07.03.2011

Assessment by TNS Infratest of Berlin’s image change following the image campaign of the German capital  

Berlin continues to be perceived worldwide as the city that saw the fall of the Wall and the start of Germany’s reunification. But it is increasingly regarded also as a location for business and industry, as an attractive place to live and work. The German capital is appreciated for its academic landscape, the arts and culture to be found here. People spontaneously associate Berlin with a good research landscape, innovative companies and innovative products. And for most of the respondents, the emotions associated with the city are positive.

These are the results of an international measurement of Berlin’s image performed by the market research institute TNS Infratest for the be Berlin image campaign. Today, the survey was presented by the Spokesman of the Berlin Senate, Dr. Richard Meng, and Michael Ehlting, one of the authors of the TNS Infratest report. 1,510 executives working in the economic sector and (to a lesser degree) in academia and culture were polled.  The respondents were from 21 cities in twelve countries (Great Britain, France, Turkey, Spain, Denmark, Japan, China, India, Brazil, the United States, Australia and Russia).  The survey was performed using an internet questionnaire submitted to the respondents between mid-November and mid-December of 2010. This method, which is the international standard for economic surveys of this type, allows significant trends to be identified regarding the image of a location and qualitative statements to be made.

As the Spokesman of the Berlin Senate, Dr. Richard Meng, put it, “Berlin is increasingly being perceived internationally as an economic hub. This survey proves that we have been able to anchor the strengths of Berlin in the awareness of international elites.  And they are very familiar with the positive economic development Berlin has undergone as compared to the cities in which they live and work.” Michael Ehlting of TNS Infratest added, “The report is based on carefully selected samples. It provides us with important qualitative assessments of the image of Berlin and illuminates the strengths and weaknesses of the German capital.”

While globally, New York and London continue to be ahead, the image of Berlin has significantly and consistently improved as compared to its ranking in 2007.  Thus, the answer to the question of whether respondents could imagine living and working in Berlin has changed dramatically. While in 2007 only 32 percent of respondents in London could conceive of working in Berlin, this number has increased to 55 percent three years later.  In Paris, the number increased from 38 percent to 72 percent, and in New York City from 22 percent to 49 percent.

In this context, it became apparent that interest in Berlin and its economy is highest in emerging countries.  The vast majority of the Chinese and Indian executives polled (94 % and 88 %, respectively) could well see themselves living and working in the German capital.  Managers and entrepreneurs in all twelve countries cited as Berlin’s advantages the traffic infrastructure and connections available in the city, followed by the quality of life in Berlin, its recreational areas and parks and the proximity to science and research institutions.

Respondents asked about where they would prefer to establish or relocate an enterprise strongly considered Berlin. Every tenth respondent in Denmark and Russia named Berlin when asked which large city they would prefer. For Russian executives, only London and New York are more attractive economic hubs. For respondents living in the Turkish metropolis Istanbul, Berlin took fourth place, ranking ahead of Paris and London, for example.

Notwithstanding, many of the respondents also see a need for Berlin to catch up. When asked “Which fields should Berlin develop more strongly”, most respondents (41 %) cited “the economy”, followed by “tourism” (27 %), “science” (25 %), “the arts/culture” (22 %) and “center of political power” (16 %). As before, people are interested in obtaining more information about Berlin. Nearly half of the respondents (49 %) want to know more about Berlin as an economic hub, are interested in the arts and culture (45 %), and a third (34 %) would like to have more information for tourists.  

Summary of the study’s findings:

• As compared to the cities in which the respondents live, the traffic infrastructure, quality of life, parks as well as the science and research landscape are viewed in a particularly positive light.
• Nine out of ten respondents associate positive emotions with the German capital.
• Seven out of ten can imagine living and working in Berlin.
• Nearly half (42 %) can even conceive of opening a location in Berlin in the course of the next five years.
• “The economy” is the development perspective of Berlin cited most frequently by respondents.

For more information and a summary of the survey, please log onto our website.