Mina Petrović and Milena Toković

City branding is an increasingly prominent tendency and strategy of urban policies, partly arising as a response to the restructuring of the global economy and changing principles of the spatial division of labor that made themselves felt at the end of 20th century. The successfullness of cities becomes largely determined by their capacities to promote their identity in innovative ways, and this precisely is the issue lying at the heart of this study. Starting from the premises of the neoendogenous development paradigm and the concept of territorial capital, the authors use a wealth of empirical evidence to focus on the process of branding in the cases of eight medium-sized towns in Serbia, selecting the factors which particularly enhance their brand image.