Globalization is changing cities at a staggering pace, and at the same time cities face enormous competition for people, goods, and capital. With this intense global competition, it is incredibly important for cities to construct an effective “city image” in order to remain distinct and competitive, and thus attract resources.
Through a survey and analysis of the perceptions of over 9,000 respondents in 48 global cities, this study aims to not only help understand the image of cities, but to also contribute to the future branding strategies of 10 target cities: London, New York, Tokyo, Paris, Singapore, Amsterdam, Berlin, Seoul, Madrid, and Shanghai.