Branding the city is a prerequisite for their recognizability, positioning and creating additional value on the world market. It is necessary because of increased competitiveness, greater profitability, development of places in terms of enriching cultural content that raises overall quality of life. Creating an image of the city is a lengthy process that primarily involves analyzing past and present presentations of a specific location, existing material and immaterial assets, analysis of competition and target groups, citizens' needs and their desires. It is clear that branding is not only in the logotype and in the slogan, but it is linked with economic development, and can not be realized overnight, but by systematic work on all relevant fields with all the stakeholders that make up the communication model of town branding. Although every city has a unique identity, its image is formed through the environment, culture, events and activities. The main problems of branding the city are the unprofessionality of the city authorities and their ignorance. In order to achieve some of the results, for the development of such a concept related to the city, it is necessary, besides the government itself, to include other stakeholders to formulate the best branding strategy for their place of residence in joint forces and ideas. Such a kind of branding must give citizens the meaning of their life in the city and persuade others to make their own life in it.