This document discusses how cities can develop strong brands through natural urban evolution or planned development. It provides New York City and Singapore as examples. New York City developed organically over time due to its history as an immigrant city, diverse demographics, thriving economy and culture, and city initiatives to promote its brand. Singapore was meticulously planned and developed policies promoting social harmony, resulting in strong economic growth, high living standards, and cultural and environmental initiatives that projected it as a global city. The key to strong city branding is focusing on both tangible functional aspects like infrastructure, economy and safety, as well as intangible emotional qualities like diversity, culture and creativity that engage the "soul" and "heart" of