Case Study - Rebranding Amsterdam

Question 1

When was Amsterdam’s reputation threatened?

Answer 1

• In the late Twentieth Century.

Question 2

What factors caused Amsterdam’s reputation to be threatened?

Answer 2

• Greater competition from other cities
• Social and economic decline in some areas.
• the city’s reputation for being liberal towards soft drugs and prostitution.
• A failed bid to host the Olympic games.

Question 3

What was the most successful rebranding strategy seen by Amsterdam?

Answer 3

• The ‘I Amsterdam’ Slogan
• Clear, short, powerful, and memorable.
• It was photographed over 8,000 times a day on sunny days.

Question 4

What has Amsterdam experienced in the last ten years?

Answer 4

• A new identity.
• Increased tourism
• One of the top five European cities based on its brand strength and cultural assets.