It 's brand value is in it 's all round offer:
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1. Location - geographic and strategic, i.e. capital of the Thames Valley as well as its proximity to London / LHR
2. Accessibility - three motorway junctions, central rail station and high quality bus corridors
3. Two universities
4. Two rivers and the sporting excellance associated with rivers, i.e. rowing
5. International dimension - 13 out of the 30 "top billion dollar brands " are in the Thames Valley
6. Highly skilled workforce and low unemployment (2.2% in Feb 04)
7. A visionary and "enabling " local authority
8. The quality of the local and regional environment
9. Proximity to attractions
10. Gastronomy
11. Cafe / bar culture
12. High - tech connectivity
13. Heritage, e.g. Henry 1, etc
14 Culture and sport - festivals, stadia, London Irish, FFC, marathon, etc