Analysis of city brand and image from local residents’ perspective: A case study of Mórahalom

Contemporary city branding research increasingly focuses on developing and managing unique place identities, with local residents playing a crucial role not only as a target audience but also as active shapers and ambassadors of the brand. The involvement and opinions of residents are vital for the authenticity and sustainability of city brands, as they are the daily participants and builders of the city’s identity. This research examines the city brand and image of Mórahalom from the perspective of local residents and stakeholders. The primary aim of the study is to present a methodological approach that provides guidance on effectively examining the city image and branding of a small town like Mórahalom. Furthermore, it seeks to explore how the local population evaluates the city’s brand and what factors influence their perception of the city through a case study of Mórahalom. Using a mixed-method approach, we conducted an online survey among local residents and semi-structured interviews with city leadership members. The findings indicate that residents generally have a positive attitude toward Mórahalom and take pride in its development, although the city brand requires improvement in diversifying tourism offerings and engaging young people. The research highlights that involving residents in creating and developing the city brand is crucial for its success and sustainability.