Brand Valuation: The Integrated Valuation Method for City Brand Performance

Abstract

This study differs from previous ones that focused only on customer mindset or financial metrics. Its purpose is to evaluate the performance of city brands in Indonesia using a brand value chain model that combines both behavioral and financial approaches, providing a more comprehensive measurement of city brand performance. The method incorporates the City Brand Strength Index (CBSI) to capture key dimensions of city brand competitiveness and integrates with the royalty rate method to calculate the brand value of the city brand. The study involved 12,052 participants, and the results demonstrate the method's effectiveness in measuring city brand performance. The findings provide valuable insights into the contribution of brand valuatioan and city brands and recommend expanding the scope of the study to global comparisons, incorporating an international perspective in CBSI, and applying the method to other contexts such as publicly listed brands. This research contributes to a comprehensive understanding of brand valuation and its potential implications for strategic decision-making.