ISO 11778:2025
(Main)Brand evaluation — Tourism city
Brand evaluation — Tourism city
This document specifies the basic framework, indicators and processes of tourism city brand evaluation. This document is applicable to brand evaluation of tourism city. It can also serve as a basis for industry organizations and third parties to evaluate brand of tourism city.
Titre manque
General Information
Standards Content (Sample)
International
Standard
ISO 11778
First edition
Brand evaluation — Tourism city
2025-01
Reference number
© ISO 2025
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Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic framework for brand evaluation . 1
5 Brand evaluation indicators . 1
6 Brand evaluation processes . 2
6.1 General .2
6.2 Determine evaluation object .2
6.3 Data collection .2
6.4 Data sourcing .2
6.5 Implementation of brand evaluation .2
6.6 Brand evaluation results .2
Annex A (informative) Indicators of tourism city brand evaluation . 4
Bibliography . 7
iii
Foreword
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This document was prepared by Technical Committee ISO/TC 289, Brand evaluation, in collaboration with
Technical Committee ISO/TC 228, Tourism and related services.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www.iso.org/members.html.
iv
Introduction
0.1 General
A brand identifies an entity’s goods, services or the entity itself as distinct from what is offered by another
entity. A brand can thus be connected to an entity, a product or service, lines or portfolios of products, a city,
a region, etc.
The function of tourism city brand is to establish a distinctive identity for the entity and the products or
services. Through brand building, tourist cities can create a distinctive image to attract tourists and
establish emotional resonance with tourists by transmitting brand value propositions. Increasingly, brands
also seek identification with experiences that relate to the tourism city through its products, services or
other operations. These experiences go beyond the mere usage of the product or service and lead to a higher-
level engagement with them, which can build brand image in the consciousness of stakeholders gradually.
Tourism city brand is not only valuable to its holders, but also to other stakeholders. The primary purposes
of tourism city brand are to increase the total business value of the brand-using entity, reduce risk, and
extend the sustainable existence of the brand-owning entity. In practice, strong tourism city brands attract
customers and add revenue through either increased price or volume premiums, or both, including repeat
purchase loyalty. More broadly, it is also the case that brands can reduce costs and create a competitive
advantage in the minds of stakeholders. A brand thus has an impact on revenue and profitability and can
influence brand value.
0.2 Tourism city brand evaluation
Tourism city brand evaluation refers to the evaluation of the value of tourism city brand. Tourism city
brand evaluation is defined from the perspective of stakeholders, reflecting the value that a brand holds
for stakeholders in deciding whether to purchase or accept a certain product or service. In other words, the
tourism city brand evaluation activity determines to what extent the brand contributed to the attractiveness
of the tourism city.
The steps and reporting process of tourism city brand evaluation are referred to ISO 20671-2.
0.3 Tourism city brand strength
Brand strength is the extent to which a brand is positive or negative in its potential to affect customers
and other stakeholders. This document uses brand strength to reflect the results of tourism city brand
evaluation. This document also details possible indicators of each dimension for assessing brand strength.
0.4 Continuous improvement
Brand evaluation is complex and multi-dimensional, and the degree of improvement in brand strength can
be reflected through continuous evaluation of brand input factors, output dimensions and their relationship.
The brand evaluation of tourism city thus creates a feedback loop for the continuous improvement of a
brand that leads to greater value for the entity over time. Tourism city brand entities can conduct brand
management and brand evaluation at least once a year to enhance the brand attraction. By investing
(changing the composition and level of brand input elements) based on such feedback, brands can be
improved to provide greater benefits and better experiences to customers and other stakeholders and
higher returns on the brand asset to the entities which use and own the brand.
v
International Standard ISO 11778:2025(en)
Brand evaluation — Tourism city
1 Scope
This d
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