City Brand Image Design Based on ZMET-AHP-TOPSIS Model

CHEN Ruiqi; REN Yujie; WU Guancong

doi:10.19554/j.cnki.1001-3563.2025.22.052

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (22) : 583-593. DOI: 10.19554/j.cnki.1001-3563.2025.22.052

Design Discussion

City Brand Image Design Based on ZMET-AHP-TOPSIS Model

CHEN Ruiqi^1,2, REN Yujie^2,*, WU Guancong¹

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Abstract

The work aims to explore and construct an effective model for city brand image design, in order to enhance the scientific and objective nature of city brand image design and help improve the awareness and attractiveness of city brands. The ZMET, AHP, and TOPSIS were combined as the research method. With Macau as an example, ZMET was used to capture the audience's multidimensional perception and cognitive description of Macau's city brand image, construct an audience consensus map, and extract core perception elements. On this basis, a hierarchical model of the design elements of Macau's city brand image was constructed from four dimensions of visual design, functional design, distinctive design, and aesthetic experience. Then, the AHP method was used to analyze the weight of the design elements and determine their importance. Finally, the TOPSIS method was employed to evaluate and optimize the city brand image design scheme. The design of Macau's city brand image should focus on exploring the regional characteristics and emotional aesthetic experience elements of the city, and transform audience perception into quantifiable design basis through scientific methods. This method provides new ideas and practical paths for city brand image design, while making the design schemes in decision-making more scientific and reasonable.

Key words

city brand image / brand logo / ZMET / AHP / TOPSIS

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CHEN Ruiqi, REN Yujie, WU Guancong. City Brand Image Design Based on ZMET-AHP-TOPSIS Model[J]. Packaging Engineering. 2025, 46(22): 583-593 https://doi.org/10.19554/j.cnki.1001-3563.2025.22.052

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