CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

A Roadmap for Branding Dublin, A Discussion Paper 20126.4 Engage in Regular Monitoringof our International PositionDublin’s International Benchmarking and Indicators Project will help to identify,in an evidence based approach, the position of Dublin as it performs ininternational rankings. It will monitor Dublin’s international performance inareas such as investment locations, ease of doing business, quality of life andtourism, and will help to identify its strengths while also focusing attention onchallenges and areas of concern.In order to measure the success and effectiveness of the Dublin Brand anumber of appropriate indicators are suggested in this roadmap. Howeverthe Creative Dublin Alliance should take these as a guide and agree relevantindicators for each sector which are to be followed over time.Selected International Benchmarking reports should be agreed andmonitored in the following areas:> Quality of Living> International Tourism> Foreign Direct Investment> Export Growth> Population> International Talent and Students> Dublin’s place on World Business RankingsTwice a year, reports on Dublin’s international benchmarking will be presentedto, and analysed by, the Creative Dublin Alliance, Executive Network andDestination Marketing Alliance. At a time of increasingly intense globalcompetition this will allow Dublin to measure itself against other cities overtime and provide international feedback on the qualities that the brand isprojecting.The agreement of a target driven approach for the promotional anddevelopmental strategies, will see the development of key benchmarks ofthe brand’s position and value. Targets for tourism in Dublin have alreadybeen recommended by the tourism industry (ITIC), with a ‘stretched’ growth66