This study deals with the branding of the city of Šibenik through four fortresses (Saint Michael, Saint Nicholas, Barone and Saint John). The initial part of the paper includes a theoretical part that explains the basic concepts of branding, image and identity as well as the concepts of city/destination branding. Furthermore, the city of Šibenik, its general characteristics and the city as a tourist destination are described. An attempt to brand the city as a cultural destination was also shown, and the fortress of St. Michael, i.e. the Summer Stage, was used as an example. Then, the paper presents other Dalmatian fortresses that could be potential competitors to Šibenik fortresses. The paper describes Šibenik's fortresses and their offer, and raises the question of whether Šibenik's fortresses, as bearers of culture, can be the brand of the city of Šibenik. Then a survey was conducted where the respondents were citizens of the Republic of Croatia in order to learn from their perspective about the strengths of fortresses, the peculiarities, but also the shortcomings of fortress management. At the end of the paper, the research results were interpreted and a plan for branding the fortresses and the city itself was presented.