The paper explains what potential has Zagreb in developing a strategic process to achieve successful and more competitive city at the international level, using the tools of city branding. To implement a long-term concept of development it‟s necessary to create a management model of brand, so that the city of Zagreb could be even more recognizable, especially in his own territorial environment. Combination of quality measurements is preparing to determine and understand the target segments through: existing citizens, businesses and visitors. Strategic projects are key coordinates for the implementation, which should attract investors. Development and economic activities stimulate employment, while the famous and interesting content provided by the city Zagreb must maintain its residents, especially existing and potential and those who have visited and stayed in Zagreb. Branding is focused on citizens. Citizens of Zagreb have to tell their own ideal personality so that they could persuade others to see the advantages of good life in Zagreb. The survey, which was conducted and analyzed in the paper showed that in Zagreb there are emotions that connect the offer of the city and life in it with all target groups, and therefore, Zagreb is becoming a brand destination. Successful branding of the city largely depends on the leadership of the city. There are comparable examples of European cities where mayors and city policies ensure: quality of life, creating recognition through urban marketing, direct domestic and foreign investment and international tourism. Through the paper will be established what factors are important for positioning, evaluation of the city and build a brand identity of Zagreb.