Purpose: Cities from ancient times to the present day have been centres of civilisation, centres of science, culture, economy and power. Some, thanks to their functions and location, have grown into huge metropolitan centres, others have retained a more intimate or peripheral character. The city as a special social space, as opposed to as a special social space, in contrast to non-urban areas, has always attracted diversity, development and education, but has also been associated with a sense of freedom, liberty and the development of a democratic and civil society. The city in its social dimension is also identified with place as an expression of cultural identity, of a small homeland, of belonging to a particular cultural community. This specific form of organisation of space, both the physical or material one expressed in the form of architecture and landscape, as well as the spiritual and social one, creates a specific and unique atmosphere described as a specific genius loci. The city as an economic formation, like a company, must also define its profile and mission. In order to build a city's image and thus promote its 'brand', an idea - an 'idea for the city' - is therefore necessary. This article aims to present examples of how a city's image can be built on the basis of based on its cultural heritage and a specific original atmosphere. However, the author's attention has been drawn not so much to large and significant urban centres with an established position on the cultural map of the country, but to cities that are today rather peripheral in character, which, however, as it turns out, can be an asset in creating their positive and original image. Project/methodology/approach: The article is explanatory and descriptive in nature. The research methods adopted in this paper indicate a qualitative type of research. These include, both the technique of observation and content and document analysis, i.e. on the basis of the observed phenomena and facts occurring in urban space, as well as the analysis of the subject literature and found factual data (desk research), the process of creating the image of the city will be presented. Findings: A contemporary creative city is a city that makes innovative use of its assets, including its cultural heritage, the special qualities or symbols of its landscape, or the cultural industries present in its space, to build its image and brand. Originality/value: The innovativeness of the article consists in the analysis of the ways in which the city carries out creative activities that are conducive to promotion and development, taking into account its particular character and specificity, i.e. what makes the city attractive and interesting, as well as the development of the cultural and tourist offer and activities related to the process of developing creative industries. The results of the analysis and the conclusions formulated may allow similar solutions to be used and implemented in other cities in order to stimulate their future development and build their own image. (original abstract)
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