As a destination which dates from 1242, the city of Samobor has been recognized for its natural beauty, events in culture and entertainment (especially Fašnik), cuisine, success of its sportspeople and technological innovators, and its preserved tradition. Despite all of these advantages, Samobor does not have a coherent and unique brand, which results in less interest from visitors, investors and potential inhabitants, but also in a diminished sense of belonging among the existing population. An unique visual identity of Samobor does not exist and the lack of a thorough communicative strategy of the brand reflects on the positioning of the brand between other cities of continental Croatia. The aim of this paper has been to determine the current state of the Samobor brand, and to empirically investigate the elements its citizens and visitors perceive as distinguishable, and on which the brand of Samobor should be built. The paper can serve as a basis for the brand architecture and the following communication strategies, in the implementation of which all the brand stakeholders have to be coordinated – the municipality, the tourist board, the manufacturers of the local products, cultural associations etc. The paper provides a theoretical overview of destination branding, identity and destination communication management, an overview of Samobor’s cultural goods, events, products and characteristics, an empirical research of the determinants of the city’s identity, and a SWOT analysis of Samobor and suggestions for Samobor destination branding.