Amsterdam’s Branding Fall: From Glory to Sixth Place
The Shifting Landscape of Dutch Municipal Brands
For years, Amsterdam stood proudly as the crown jewel of Dutch municipalities, consistently ranking first in branding surveys. However, in a surprising twist, the city has recently dropped out of the top five strongest municipal brands in the Netherlands, according to a compelling annual study conducted by branding expert Hendrik Beerda. This transition highlights a significant shift in perception, with reports from Parool suggesting a move from a “self-confident” image to one tinged with arrogance.
A Long-standing Reputation
Since the inception of this ranking in 2011, Amsterdam has been the standard-bearer for positive municipal branding. Yet, the pandemic seemingly took a toll on its reputation, as citizens voiced their dissatisfaction over the city becoming eerily quiet. This dissatisfaction has manifested in Utrecht, which has now claimed the coveted number one spot.
The New Ranking Landscape
In the latest study, Amsterdam finds itself in the sixth position, losing ground to formidable contenders like:
- Maastricht – Always a strong performer
- Utrecht – The new frontrunner
- Rotterdam – A city that is gaining popularity
- Texel
- Den Bosch
This ranking is deeply rooted in a model developed in collaboration with the University of Amsterdam, encompassing insights from 136,000 respondents about 342 municipalities.
What Went Wrong?
Hendrik Beerda provided deep insights into this decline, stating, “Amsterdam has always been the city.” However, this self-image has its downsides; the pride once associated with the capital has grown into a perception of arrogance and rudeness. In terms of sympathy, Amsterdam languishes at 155th among the 342 municipalities. Beerda noted, “We have never seen that feeling be so negative before,” indicating that the historical love-hate relationship with the capital is now starkly apparent.
Comparisons with Other Cities
Beerda draws parallels between Amsterdam and well-regarded brands like Ajax and Albert Heijn, stating, “For many Dutch people, humility is essential.” In contrast, Amsterdam has struggled to exude this crucial characteristic. According to Beerda, such shifts in brand perception can be gradual yet ultimately explosive.
Interestingly, while Rotterdam boasts a similarly high level of self-confidence, it contrasts sharply with Amsterdam by maintaining a high sympathy score. Beerda emphasized, “Rotterdam is viewed as the friendly big city,” while Amsterdam’s tough image is often perceived as unfriendly. The consensus appears clear: Rotterdam is not just nice; it’s surprisingly welcoming, exuding international allure.
A Call for Change
To regain its former glory, Amsterdam must focus on revamping its image. Beerda asserts, “Amsterdam needs to be a good example in tolerance, connection, and inclusivity.” Unfortunately, these messages seem to be lost in translation. For a successful turnaround, a strong reputation must be built, along with clarity about the direction the city wishes to pursue—a crucial element that is currently missing.
The Top 10 Dutch Municipal Brands at a Glance
Here’s a summary of the latest top-ranking Dutch municipal brands:
- Maastricht
- Utrecht
- Rotterdam
- Texel
- Den Bosch
- Amsterdam
- Terschelling
- Nijmegen
- The Hague
- Breda
Conclusion
As Amsterdam navigates through this turbulent period, it serves as a poignant reminder of how branding is as much about perception and sympathy as it is about confidence. The challenge now lies in reclaiming its status among the Dutch municipalities—a task that requires not just self-confidence but also a renewed sense of humility and connection.
How will Amsterdam respond to this branding challenge? Only time will tell.
