Strengthening City Reputation in the Age of Cities: An Insight in the City Branding Theory

City brand is a valuable asset that improves the competitive advantage of the city in the globalisation era. Relying on uniqueness and utilising various methods, cities endeavour to promote their reputation and sustainability level by attracting the capital and human resources. In an intense competition between the global cities, recognition of the factors that enhance the city's reputation will improve urban planning and management framework. This study explores how the city could obtain the reputation that it deserves through a more in-depth study of the city branding phenomenon. Therefore, some of the city branding practices criticised by using the empirical analysis method. The finding highlights that although city branding with its complex nature is an effective tool in promoting the city’s reputation, residents and their priorities have an insufficient concentration in many city branding practices.