Global labour market research brand awareness Eindhoven & Brainport Eindhoven Region

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1 Report: 1 Data: Powered by: Global labour market research brand awareness Eindhoven & Brainport Eindhoven Region Highlights unique survey-research March 2015

2 2 BRAND AWARENESS BRAINPORT EINDHOVEN REGION ON GLOBAL LABOUR MARKET Worldwide 1 in 10 highly educated people know Brainport Eindhoven Region as a region that promotes itself on the global labour market (9% of all respondents) Even though the brand only exists for approx. 10 years Brainport Eindhoven Region is even better known among technicians and job seekers 15% 1 9% 11% 13% 11% 5% Total all respondents Beta technicians Active seekers Latent seekers I know Brainport Eindhoven Region

3 3 A STRONG INTERNATIONAL BRAND Brainport Eindhoven Region is relatively well-known in relevant countries as a region that promotes itself on the global labour market With outliers in China (23%) and Turkey (13%) Brand awareness in strategically relevant countries (8 EU, 8 non-eu) 15% 9% 9% 9% 1 1 8% 6% 5% 5% 1 9% 8 EU countries Belgium Germany Bulgaria Ireland Italy Portugal Poland Spain % 8 non-eu countries 23% 13% 8% 1 8% 5% 4% China Turkey Vietnam Mexico Taiwan India Canada I know Brainport Eindhoven Region

4 4 IMAGE IS CONSISTENT WITH REALITY Respondents spontaneously associate Brainport Eindhoven Region with industry, innovation, technology EU respondents also think of PSV and/or the Netherlands Other Brainport-associations are: Philips, ICF (smartest region), Eindhoven Airport and TU/e strong brands Respondents especially think of high tech and intelligent community as descriptions for Brainport Eindhoven Region This illustrates the importance and success of ICF award (smartest region)

5 5 BRAINPORT EINDHOVEN REGION AND EINDHOVEN CLOSELY RELATED Relatively many people know Eindhoven (19%) and Brainport Eindhoven Region (9%) as a city/region that promotes itself on the global labour market Brand awareness Brainport Eindhoven Region and Eindhoven in relevant countries (8 EU, 8 non-eu) % % 9% 9% 11% 19% Total all respondents 8 EU countries 8 non-eu countries Ik know Brainport Eindhoven Region Ik know Eindhoven

6 6 FAMILIARTY IN THE NETHERLANDS Brainport Eindhoven Region on the global labour market is significantly better known among Dutch people: 32% Dutch people recognise Brainport Eindhoven Region more as high tech region and less as collaborative (scale 1-5) % 3,6 3,4 3,3 3,4 3, % 9% 11% Total all respondents 8 EU countries 8 non-eu countries The Netherlands 3,2 3,0 3,1 Collaborative Total all countries Hightech region The Netherlands

7 7 UNIQUE INTERNATIONAL RESEARCH Survey conducted by Intelligence Group Worldwide brand awareness not measured before Large scale insight: data derived from almost highly educated people from 45 countries Predominantly local people (few expats/repats) from diverse sectors Results contribute to effective international positioning/ branding Relevant for Marketing & Communication, Brainport Development, Eindhoven365, Brainport International Programme and Brainport Talent Centre Contributes to quantification needs Among others: Brainport 2020-indicator: national and international brand awareness and image of citizens, organizations and knowledge workers

8 8 REFLECTION FROM TALENT ATTRACTION Brand awareness is higher for bèta technicians and job seekers positive In some focus countries brand awareness is larger: - China (through educational institutions) - Turkey (through marketing activities Brainport Talent Centre and higher educational institutions) Strong brands such as Eindhoven, Netherlands ( Holland ) and PSV can be utilized better

9 9 CONSEQUENCES/ FOLLOW-UP Some results are difficult to interpret: - People from China and Turkey are more often aware of Brainport Eindhoven Region on the global labour market than people from neighboring countries (Germany, Belgium) Some results need follow-up research: - How can the results be framed and compared? - Ideally by comparing to other regions or other time-periods