This paper analyzes the significance of Novi Sad branding, while in further detail explaining what the brand and branding process is, what are it's roles and importance, elements of brand straty and what constitutes the city branding process. The subject of this paper represents the views of Novi Sad residents on various segments that have an impact on the construction of the Novi Sad brand. The aim of the research is to determine manageable elements that are essential to the construction of Novi Sad brand as a European capital of culture. The results of this research can provide support in forming the image of Novi Sad. The methodology used in this paper is a combined method of case study that analyses the situation of a single city, plus the method of measuring major determining values of the city through the Brand Hexagon Methodology.