In strategic city planning a starting point is an evaluation of the image of the city from diverse viewpoints. The concept of city image is multidimensional and it is not limited solely to urbanistic features since it includes other dimensions. The objective of this article is to identify the dimensions that opinion leaders use in the formulation of this image. To achieve this, fieldwork was conducted in which selected opinion leaders were asked to value a range of questions relating to the city. Having validated the measurement scales, a theoretical model is constructed to understand how city images are formed. The interpretation and consequences derived from this model complement the diagnostic and lead to actions to undertake to improve a city image