City marketing and branding, how can we promote our cities? Nowadays there is increasing competition between cities in implementing marketing and city branding strategies to attract more investors. It is important that these strategies are adapted in the right way to meet a city's needs. Although the image of the city is the focus here, it is absolutely necessary that the resources of the city itself improve people's perception of the city. But what is urban marketing? City Marketing is the promotion of a city, or a neighborhood within the city, with the aim of encouraging business to take place in that city. It is used to reshape the overall perception of a city in order to encourage tourism, attract new residents or enable the relocation of businesses. A significant feature of urban marketing is the development of new landmarks, buildings and structures (Smyth & Hedley, 1994, pp. 2-3). We can see urban marketing as one of the results of the introduction of non-profit marketing, which allows the definition of marketing to be broadened, if it is therefore related to a growing demand from the public sector for marketing concepts (Tross, 2006). On the other hand, urban marketing management is the process of setting marketing objectives for a city, planning and executing activities to achieve these objectives, and measuring progress towards achieving them. To a certain extent, the aim of urban marketing is to transform cities themselves into a brand that has a certain value in people's minds. The term branding itself is associated with brands or any other physical assets, such as products. Nowadays the term brand is also implicit for cities, since we can also understand the term for places. According to Anholt, he defines “Place Branding” in his book “Places: Iden...... middle of paper ......or taking into consideration what the customer wants, what their needs and requests for the city. Sometimes we must be careful to fully understand consumer preferences, lest we create marketing myopia, as Levitt calls it in (1960), which occurs when consumer preferences are unknown and as a result any strategy can be wrong. Promoting something we think is right for the city based only on public sector perception cannot lead to the city's image strategy. When marketing a city, the public sector needs to be sure of what its residents want and need before implementing any changes. After meeting the needs of the general public, not only can the public sector begin to intervene in the project, but also invite other actors to participate in the development of a strategic plan for certain neighborhoods of the city on which to develop.