With the tendency of increasing its competitiveness in the global market, cities are embarking on the branding process. They emphasize their specialties and qualities that will attract more tourists and investors, increase exports, be perceived as a desirable place to live and ultimately increase their profits. The potential for branding in Croatia has the town of Jastrebarsko. It has long been profiled as a wine-growing region, and a certain period is set for the entrepreneurial and industrial center. This paper investigated how its inhabitants identify with it. Although the emphasis was on the town's economy as a basis for branding, the aim of the research was to examine residents' views on the demographic, natural and cultural environment as well as the values and associations that bind with the town. The research method was a field survey conducted from 30 April to 4 May 2018. on 302 inhabitants of Jastrebarsko. It has been shown that residents do not have a firm stand on Jastrebarsko as a business-friendly place. Vine growing is perceived as the strongest economic sector and residents are most proud of wines for which they believe that they make Jastrebarsko better and different town. Jastrebarsko is not seen as a tourist destination, but as a traditional, relaxed place with good people, ideal for a family that can live in a quiet, peaceful, small and safe environment within easy reach of Zagreb. The inhabitants are proud of the picturesque scenery of the town with the park of the castle Erdödy and with its surroundings that include many vineyards that have spiritual value for them.