ABSTRACT
This chapter focuses on designing an effective city brand evaluation system, guiding readers through the processes of assessing city branding efforts. It introduces three core domains of evaluation: city brand image, city brand outcomes, and city brand impact. The city brand image domain examines stakeholder perceptions, incorporating both cognitive and affective dimensions. The city brand outcomes domain measures changes in attitudes and behaviours, while the city brand impact domain assesses the broader economic, social, and environmental effects of city branding. Case studies illustrate these concepts: Danang's brand image is evaluated through various approaches, reflecting its dynamic development, and Kuala Lumpur's brand image is analysed through its iconic landmarks, showcasing the city's evolution into a modern metropolis. The chapter concludes with the introduction of the City Brand Evaluation Scorecard, a tool that helps cities align their evaluation processes with their strategic vision, ensuring that branding efforts are effectively monitored and refined.
