The key to ensuring sustainable economic development of the regions is the functioning of enterprises and organizations physically or legally located in its territory and the effective use and identification of hidden business and tourist opportunities of the parts. Unlocking such community potential is one of the key tasks of local governments, whose responsibility for their well-being has increased significantly with the start of the decentralization process. Financial decentralization and redistribution of tax revenues inevitably led to the growth of local budgets, which in turn formed the need for proper redistribution of expenditures, including the development of attractiveness of the territory for its own population, to reduce the outflow of able-bodied people and attract stakeholders. To this end, most cities and regions of Ukraine have begun to create their own brands. Today, Kyiv, Lviv, Vinnytsia, Ivano-Frankivsk, Sumy, and others have their own brands in Ukraine. However, the level of public confidence in economic efficiency and the need for such an approach is quite low because among the successful cases of brand implementation in the country can be clearly called only - Lviv. While the brand of the city of Sumy created in 2019 was perceived quite ambiguously by both the community and the media community. Therefore, the question arises of identifying determinants that directly impact the formation of perception and trust in the brand. Thus, a number of existing methods of assessing the effectiveness of the brand contain elements in the structure related to its perception. But for the most part, the ratings of local and national brands focus on the perception of external stakeholders, while the issue of taking into account internal satisfaction is almost unexplored. Thus, the article attempts to analyze the correlations between perception, trust in the local brand and subjective assessment based on gender, age and educational distribution of internal stakeholders in the community. The analysis was based on the dynamics of the cities of London and Paris in the Anholt-Ipsos Brand Index in 2017-2020.