The purpose of this paper is to analyze the development process of the city of Dubrovnik as a brand using primary and secondary research methods, to analyze the way of its positioning on the market and to discover how it can be used as a brand in the future. Based on the research results, the author has presented her suggestions for possible improvements with the aim of delivering a unique experience to the target market segment and giving Dubrovnik advantage over its competition. The research was conducted through literature review of history books and online sources, an interview with a person on a managerial function and a focus group consisting of employees of Dubrovnik Tourist Board. End results have shown that Dubrovnik, as a brand, started developing in the past when the branding process still was not established nor was the marketing business concept used as a way of doing business. Back then, the primary value of the city was its cultural heritage, predominantly the City Walls. Numerous visitors indicate well-executed branding strategy that was implemented as a part of a marketing business concept. However, including inevitable cultural heritage aspect, the key is to deliver unique guest experience tailored to the target market segment.