Organizing cultural events is one of the ways a city can influence its image among residents, visitors, and investors. The theme of cultural events, such as festivals, carnivals, commemorations, parades, fairs, and religious events, is focused on the cultural aspect, thus creating an authentic experience for visitors of such events. The aim of this work is to explore whether cultural events affect city branding, using the city of Zagreb as an example. In addition to the analysis of theoretical insights into city branding and the impact of cultural events on the city brand, primary qualitative research was conducted. The research was conducted in three phases. In the first phase, an overview of major cultural manifestations in Zagreb was made. The second phase included word association research on the term 'Cultural Events in Zagreb'. The third phase of the research was conducted in the form of an in-depth interview with residents and visitors of Zagreb. The research revealed that Zagreb's residents believe cultural events significantly influence the city's image, with particular emphasis on Advent in Zagreb, the Night of Museums, the Festival of Lights, and the INmusic festival. Most interviewees view Advent as the cultural event with the greatest impact on Zagreb's image, although some expressed dissatisfaction with its commercialization. The Night of Museums stood out for its free access, providing people with the opportunity to explore Zagreb's cultural heritage at no cost. The Festival of Lights and the INmusic festival are recognized as innovative events contributing to the identity of modern Zagreb. While the majority of interviewees perceive cultural events positively, some mentioned events like the 'March for Life' and Saturday prayer gatherings as not contributing to Zagreb's positive image.