Urban Marketing (related to city branding) is the promotion of a city, or a district within it with the aim of encouraging certain activities to take place there.[2]​ It is used to alter the external perception of a city in order to encourage tourism, attract internal migration of residents or facilitate business relocation. A characteristic feature of urban marketing is the development of new landmarks, buildings and structures.[3]​ The development of cities as a marketable product has led to competition between them for internal investment and financing from governments.[4]​ This phenomenon is often manifested in the attempts of cities to attract international sporting events, such as the Olympics. Competition between cities can occur at a regional, national or international level; and it is an effect of globalization.[4]​ Some locations are associated with certain brands, supporting each other, but sometimes the commercial brand is so powerful that it overshadows the brand of the place. An example of this is Maranello, Italy, which uses the Ferrari headquarters as a primary attraction for tourists.[5]​.

Urban marketing can happen strategically or organically. An example of strategic urban marketing is Las Vegas.[6]​ The city is promoted through a variety of efforts with the strategic intent of acquiring cultural and economic bonuses. A case of organic urban marketing is Jerusalem.[7]​ The city is promoted without a great strategy, when interested people in an unorganized way have glorified the city over the centuries, encouraging pilgrimage to it, thus generating cultural and economic bonuses. Both cases are examples of urban marketing, each with a different strategic and organic implication. Generally, organic marketing occurs alongside strategic marketing since it is impossible to build the perception of the city through strategic efforts alone.

According to Scott Cutlip, one of the first, if not the first municipal promotion program was led by Erastus Brainerd for the city of Seattle beginning in 1896. Seattle was in competition with Portland and Victoria to be the city chosen to supply for the Klondike Gold Rush. To that end, a Public Information Agency was established within the city's Chamber of Commerce.[8]​.

As with any successful marketing effort, cities have to be willing to commit to a long-term plan so that their identity and message are communicated effectively. A shared vision among stakeholders will help develop a coherent city image strategy.[9]​.