Enhancing city image and city brand equity: bottom-up insights from Ho Chi Minh City

Abstract

This study aims to explore the city image and city brand equity (CBE) of Ho Chi Minh City from a bottom-up perspective. The research objectives are to: 1) Explore the insights from the bottom-up about city image and city brand equity of HCMC in both positive and negative sides to identify specific urban challenges in its city branding; 2) Examine the relationship between attitude towards city brand (ATT), city brand image (BI), and the elements of Ho Chi Minh City's CBE (brand awareness, brand loyalty, and perceived quality); 3) Investigate the relationship between the CBE components and brand preference for Ho Chi Minh City; and 4) Test the mediating role of CBE effectiveness in the relationship between BI and brand preference. The study was conducted between April and May 2024 with 208 respondents residing in Ho Chi Minh City, including indigenous people, temporary residents, business owners, domestic and international visitors, and those intending to return or live in the city. The findings provide important insights into Ho Chi Minh City's city image and CBE from the perspective of key stakeholder groups. The research findings contribute to proposing an integrated city branding strategy framework to improve the city's CBE. However, the study has limitations in terms of the temporal and spatial scope, as well as the strategic focus being primarily on marketing and communication aspects. Future studies should address these constraints to develop a more comprehensive city branding approach for Ho Chi Minh City.