In my thesis, I’m analysing the branding of the town Szeged, as an urban brand. In the first step, I’m clarifying the theoretical framework of this research: National and urban branding interpretations then continue with the components of the cultural segments. In the National branding chapter I compare the insights of two important influencers. In the city branding chapter, I’m explaining how a city becomes a brand by its own. Later I’m clarifying the role of culture in urban marketing. In the second part of my thesis, where the project evaluates, the town of Szeged as an instance is examined, I’m presenting and analysing the cultural segment of the town Szeged.