Research abstract
This study employs a multidimensional approach, integrating insights from city branding theories, marketing strategies, stakeholder engagement, and sustainable urban development. Key branding elements such as brand identity, positioning, communication strategies, and digital engagement are analyzed to develop a comprehensive branding framework tailored to the unique characteristics of Saigon Riverside Park. Through case study analysis, empirical data, and strategic recommendations, this research provides a model for branding urban green spaces that aligns with economic, environmental, and cultural objectives.