An alternative branding strategy would be to be focus on the functionality and symbolism of cycling and build on the positive signs given to cycling as helping the environment and reducing congestion. As the set of tables, below, illustrates, developing a user image’ would appear to ‘cycling have distinct possibilities, with cyclists and cycling better regarded than the authors expected. Table 2: Findings useful in generating user-images Total GB GB GB Hot Hot and Warm 3855 328 1225 Base % % % It’s quite normal to cycle to work these AGREE 65 87 81 days DISAGREE 11 6 7 AGREE 42 62 54 Cycling has become cool nowadays DISAGREE 14 5 8 Most normal people see cyclists as a bit AGREE 17 20 20 odd DISAGREE 49 56 55 Cycling is something middle-class men AGREE 10 12 11 do DISAGREE 57 67 65 Table3: Celebrities thought to definitely cycle Total GB GB GB Hot Hot and Warm 3855 328 1225 Base % % % David Cameron 59 62 63 Chris Hoy 53 57 59 Boris Johnson 48 54 54 Bradley Wiggins 28 34 35 Victoria Pendleton 27 33 34 Mark Cavendish 14 20 19 Richard Hammond 9 12 11 Shanaze Read 6 11 9 Mark Beaumont 4 6 5 Conclusion
An alternative branding strategy would be to be focus on the functionality and symbolism of cycling and build on the positive signs given to cycling as helping the environment and reducing congestion. As the set of tables, below, illustrates, developing a ‘cycling user image’ would appear to have distinct possibilities, with cyclists and cycling better regarded than the authors expected. Table 2: Findings useful in generating user-images Total GB GB GB Hot Hot and Warm Base 3855 % 328 % 1225 % It’s quite normal to cycle to work these days AGREE DISAGREE 65 11 87 6 81 7 Cycling has become cool nowadays AGREE DISAGREE 42 14 62 5 54 8 Most normal people see cyclists as a bit odd AGREE DISAGREE 17 49 20 56 20 55 Cycling is something middle-class men do AGREE DISAGREE 10 57 12 67 11 65 Table3: Celebrities thought to definitely cycle Total GB GB GB Hot Hot and Warm Base 3855 % 328 % 1225 % David Cameron 59 62 63 Chris Hoy 53 57 59 Boris Johnson 48 54 54 Bradley Wiggins 28 34 35 Victoria Pendleton 27 33 34 Mark Cavendish 14 20 19 Richard Hammond 9 12 11 Shanaze Read 6 11 9 Mark Beaumont 4 6 5 Conclusion
World_SM_Conf_Case_Studyv2_ATFSSL.docx