Attributes of Milan influencing city brand attractiveness

The paper provides practical implications for local and global place marketing and management, focusing on the case of Milan to develop urban planning by identifying opportunities to enhance the city’s perceived image in order to attract talent. By exploring different dimensions of the city’s image, the authors provide an analysis technique for quantifying the competitive structure of Milan and its ability to attract talented people. A structural equation model is implemented to evaluate the drivers that affect the city’s attractiveness to talented people. The results suggest that the most crucial attributes influencing Milan’s ability to attract talent are culture and education. Social services, healthcare, tourism and internationalisation level are less important but positively affect attitudes towards city brand. Additionally, quality of environment has a negative impact, while job opportunities and safety are irrelevant.