East London Brand Mapping 2005

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East London Brand Mapping2005
Prepared by Smarter Communications
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The Objective

• This Brand Mapping project aimed to validate and
  inform destination brands, special places and
  themes within the sub-region, informed by both
  consumer and industry research

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Methodology

• Desk research which identified key locations in
  the 10 east London boroughs. These findings
  informed the next phase of research in terms of
  which were selected.
• Quantitative research was carried out across
  London to determine levels of awareness for the
  selected destinations. These locations were
  selected to deliver a cross section of responses
  from different types of visitors to London.
• From this, the top performing locations were
  selected for inclusion in the final phase
  qualitative groups. This phase was not designed
  to test if respondents liked or disliked the
  locations, but how well known and understood the
  product offerings were.

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Summary of quantitative research, ranked by
propensity to visit
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Qualitative Research Results

• Based on the new market segments, six groups
  were recruited
  

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• It was never the intention to promote the
• sub-region under the East London banner
• it is merely used as a geographical locator.
• Our intention to promote clusters,
• destinations and attractions rather than a
• lead brand has in fact been endorsed by the
• results of the brand mapping study. There is
• considerable lack of awareness and
• knowledge that compounds the sub-regions
• lack of definition. A few key brands such as
• Docklands, Canary Wharf and Maritime
• Greenwich have more saliency.

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Key Findings

• The three primary clusters are
• Canary Wharf Docklands
• The City
• Maritime Greenwich
• The two secondary clusters are
• Spitalfields Brick Lane
• Hoxton Shoreditch

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Key Findings

• Away from the primary clusters, there was a
  noticeable lack of knowledge and/or low
  awareness. This meant the respondents were
  reliant on clues within the names presented to
  them.
• We are dealing with significant negative
  associations to do with the environment of a
  destination and its appeal.

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Looking at the Primary Clusters

• Maritime Greenwich
• The images are green, nautical, uplifting, well
  known and loved. It has the highest recognition
  amongst the sub-regions brands.
  
• Maritime Greenwich is the dominant brand versus
  Greenwich.
  
• However, Greenwich and its surrounds still has a
  strong role to play in offering different
  audiences (especially the non-family audiences) a
  more complete day out.
• Crucially it is seen as a destination that is
  very easy to get to possibly more so than any
  of the other brands we researched.
  
• The is a lot to see and do.

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• The City
• The images are pin stripes, city buzz, surprising
  discoveries, the mix of old and new.
  
• The City is polarised and represents many
  different things.
  
• It is seen as a place to be avoided during the
  week.
  
• Not a family friendly destination.
• Compact and easy to explore on foot.
• A wonderful mixture of fine arts, history and
  culture.
  
• Good selection of museums and cultural
  institutions.
  

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• Canary Wharf Docklands
• The images are transformation, modern, old mixed
  with the new, the focus of the sub-regions
  regeneration.
  
• Docklands is associated more with shipping,
  industrial heritage and run-down docks and is
  the more dominant of the brands.
  
• Canary Wharf is the new city, full of modern and
  new things.
  
• The scale and drama of this cluster make it stand
  out and easily remembered.
  
• It reminds respondents of American cities.

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• We included Docklands Light Railway in this
  cluster and the responses were
  
• It is seen as an attraction in its own right and
  something children would enjoy.
  
• It is a sub-brand that links all the clusters and
  makes the sub-region so accessible.
  

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Looking at the Secondary Clusters

• Spitalfields Brick Lane
• The images are traditional yet trendy markets,
  shops, places to eat and drink, multi-cultural, a
  Sunday morning place.
  
• Those that know the cluster, are good advocates,
  but there is a sense these are pioneers and trend
  setters, prepared to invest time to explore and
  be the first.
• The brands did create interest with a desire to
  find out more.
  
• These brands are very strong on the local and
  domestic level, but did not register with
  
• the international audience.

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• Hoxton Shoreditch
• The images are new, young, up and coming, night
  time place.
  
• Similar to Spitalfields Brick Lane, but not as
  established.
  
• Not family friendly.

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The other clusters

• East End, East London, Londons Eastside
• There is confusion and lack of definition. Key
  brands such as Canary Wharf and Maritime
  Greenwich have more saliency.
  
• Each group struggled to define each and then to
  understand the differences. Too emotive!
  
• The imagery of the East End is mainly connected
  with what this part of London used to be or
  fictional interpretations, such as Eastenders.
  
• The imagery for East London caused considerable
  geographical confusion and it only resonated with
  the local family groups.
  
• For example East London respondents felt that
  the East End was positive about the locals, in
  and around Spitalfields and Shoreditch. The East
  End did not register as positively with any of
  the groups either dismissed as suburbia or as a
  rough part of the sub-region, separate to the
  East End mentioned above. Londons
  Eastside confused the hell out of them, until
  they understood where it was, then
  warmed to the idea.

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• Hackney
• The main image is of a run-down, rough area with
  no appeal.
  
• Dismissed by the groups very quickly, except the
  local east London families who were more familiar
  with the area.
  
• ExCeL London
• It is understood to be an exhibition and
  conference centre.
  
• Those respondents that did not know what it was,
  found the name confusing.

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• Deptford
• The main image is of a run-down, rough area with
  no appeal.
  
• Low awareness.
• Where is it, what is it?
• Stratford Cultural Quarter
• The local east London group found the name very
  funny, lacking credibility.
  
• Confusion with Stratford upon Avon you mean we
  can get there by tube?
  
• Pool of London
• The main image is of a large swimming pool in
  central London.
  
• Low awareness.
• Great appeal to all segments however, once
  explained what there was to see and do.