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In both strategic city planning and city marketing, a fundamental starting point is to evaluate the image of the city itself. Knowing a city’s image is a key element in the diagnosis, which should serve as the basis of city planning. The concept of city image is multidimensional; it is not limited solely to one urbanistic aspect but, rather, includes other dimensions. This study identifies those dimensions that may have implications for the forming of city image. After validating the measurement scales, a causal model applied to the city of Granada is obtained that helps to understand the forming of its image. The interpretation and conclusions drawn from the model complement the diagnosis and suggest actions to be carried out to improve a city’s image. [Copyright &y& Elsevier]