Due to the economical development, deindustrialisation and above all globalisation, the cities have to compete with eachother. People understand cities similarly to brands, therefore an increasing amount of cities make use of marketing tactics to achieve differentiation and competitive advantage. With a well-developed place brand, a greater inner stakeholder satisfaction, as well as attraction of new external stakeholders, such as tourists and investors, can be achieved. Place branding is most commonly associated with corporate branding and the concept of corporate identity. In our thesis, the corporate identities model AC2ID-test has been adopted for analysing the identities of Ljubljana from the perspective of its residents. The identities were evaluated with a conceptual model, consisting of five elements of the city. The analysis is divided into two parts. First, the actual, communicated and ideal identities were identified by examining the communicton of the city, its strategies and statistical data. Then, two focus groups were executed to identify the concieved and desired identities of Ljubljana among its residents. The results suggest that the biggest gaps are between the communicated, concieved and actual identities. Most inconsistencies are found among the basic living services, such as the housing market and traffic, as well as the centralisation of the development of Ljubljana. The greenness and nature in Ljubljana have been identified as the its main advantages.
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