This document discusses city branding as an urban planning and management strategy. It begins by providing context on the evolution of place marketing and how it has transitioned to place branding. Place branding centers on influencing people's perceptions and mental images of a city. The key components of branding include brand identity, positioning, and image. Brand identity involves the attributes and values a city aims to promote. Brand positioning relates a city to its competitors. Brand image incorporates people's perceptions and feelings about a city formed through representations and experiences. The document examines branding from the perspectives of the product, producer, and consumer to provide a framework for effective place branding strategies.