Münsterland 2020 Brand Study

How do locals and outsiders see the Münsterland? How well known is the Münsterland? What associations do they have with the region?

To get to the bottom of these questions, the market research agency Interrogare conducts a representative survey about every two years on behalf of Münsterland e.V.. The aim was to gain insights into the awareness and perception of Münsterland in the self-image (inhabitants of Münsterland) and external image (inhabitants of other regions outside Münsterland).

Zero point measurement for the Münsterland 2020 brand

As a zero point measurement, the study depicts the status quo of the current brand perception of Münsterland. It is thus a working basis and, if repeated, a controlling instrument for the ongoing branding process of the region. Started in 2016, in the course of this process the stakeholders in Münsterland have developed a positioning as well as brand core values, which since 2019 have been used to advertise under the claim "THE GOOD LIFE." is being advertised.

Who was surveyed? A total of 1,444 people aged 16 to 70 from all over Germany were surveyed, 435 of whom resided in Münsterland. The study was conducted as an online survey.

First interim measurement November 2020

Towards the end of 2020, a first interim measurement was carried out. The focus was on the perception of one's own region through the Corona pandemic as well as the awareness of the logo and claim of the new Münsterland regional brand.

Follow-up measurement February 2022

A follow-up measurement was carried out in February 2022, which still shows that Münsterland is perceived very positively. Furthermore, after a peak phase of the Corona pandemic, the Münsterland shows a high recovery power in perception.

The Münsterland impresses visitors: 51% would visit the region again and 59% would recommend the Münsterland to others.
Awareness of the claim has risen from 23% to 34% among Münsterland residents.
More than half (51%) of locals have now seen the regional logo at least once.
The image of the region continues to be positive and is characterised by nature, cycling and horse riding, picnics and the good mix of city and countryside.

CENTRAL RESULTS FOLLOW-UP MEASUREMENT | FEBRUARY 2020

Familiarity with Münsterland has remained stable during the pandemic: 65% of all respondents know the region.
The region logo has become more familiar among locals, from 35% to 45%. Awareness of the claim has remained the same.
The perception of the region is shaped by its landscapes (76%), gardens and parks (75%), its closeness to nature (79%) and the opportunities to experience nature (77%).
The Münsterland is perceived as attractive for tourists (76%) and suitable for cycling tours (79%) and picnics (75%).
67% of respondents think that Münsterland offers a good mix of urban and rural life.

Central results

82% of Münsterlanders see their future in Münsterland.
78% of the Münsterlanders feel connected to the Münsterland.
65% of all respondents know the Münsterland and 35% have already visited the region.
The majority (58%) of respondents who know the Münsterland intend to visit the region (again).
63% of respondents who know the Münsterland would recommend the Münsterland to others.

The results for download

Below we provide a detailed summary of all results as well as the two graphics shown at the top of this page for download. When using the results of the brand study, Münsterland e.V. must be named as the client and indicated as the copyright.