Recognizing the vital role of a positive city image in attracting stakeholders, urban officials are increasingly implementing cultural branding strategies to establish and highlight their city’s distinct character. Culture, essential in urban development, shapes identity and local economy, encouraging social cohesion and sustainability. According to existing research, strategies for branding places—and cities in particular—through arts and culture include associating them with a famous personality (such as Barcelona’s perceived connection with Gaudi), flagship buildings (like Paris with the Eiffel Tower) and hallmark events (as exemplified by Cannes and its Film Festival). The European Capital of Culture awarded annually by the European Union, which associates a city with a good cultural reputation, was a favorable starting point for this research. Fourteen EcoC Bidbooks brought forward by candidate cities bidding for the title within the 2020–2026 time frame were analyzed in order to investigate essential components of city branding. The study delves into aspects such as perceived image of European Capital of Culture candidates, problems behind this perceived image and ideal city image, revealing recurrent themes that define cultural European cities today. In addition, the research identifies new strategies that complete Ashworth’s list (such as culture tailored to a particular natural environment, alternative spaces turned into culture hubs, artistic transportation, historical moments and movements, culture gamification, grassroots culture, culture thematization, highlighting the cultures of minorities, cultural fusions and embracing local folklore and mythical creatures). This helps bridge a gap in the specialized literature on cultural place branding. The study’s originality extends to the analysis of Ecoc Bidbooks as a sum of cultural branding strategies proposed by the candidate cities. Each Bidbook is in fact a cultural vision of the city under optimum financial circumstances, thereby carrying a significant weight in the realm of research.

This article explores the challenge of developing a sustainable cultural brand for cities that are primarily perceived as tourist destinations. While major urban hubs like Berlin (DE), Edinburgh (UK), and Lisbon (PT) have successfully transitioned from being known mainly for tourism to becoming recognized cultural destinations, the process behind this transformation remains underexplored, especially when it comes to mid-sized cities. How does a town move beyond its touristic image to build a lasting cultural identity? What strategies enable this shift, and what role do different stakeholders play? Focusing on the Romanian city of Brașov, a scenic destination in Transylvania mostly known for its natural environment and medieval architecture, the paper addresses this gap by investigating how a cultural brand can be developed through strategic marketing efforts. Using an integrated approach that combines two qualitative studies and one quantitative analysis, the research provides new insights into (i) cultural marketing strategies that can enhance Brașov’s city brand; (ii) stakeholder perspectives on developing Brașov’s cultural identity; and (iii) the role of Generation Z, whose influence on urban cultural branding has, so far, been minimally researched, in shaping the cultural future of cities, particularly Brașov. Some of the findings highlight key areas for developing Brașov’s cultural brand, including expanding nightlife activities, introducing more contemporary and year-round themed festivals, and tailoring promotional efforts to the short attention spans of the “TikTok generation”. Participants emphasized the need for a more diverse range of cultural events, including experimental and niche performances, alongside stronger educational initiatives to encourage long-term engagement by involving schools and universities. The results offer actionable insights for policymakers, urban planners, and cultural leaders seeking to develop a city brand centered around culture, focusing on long-term identity and community engagement rather than solely on tourism.