In Sárospatak, the local government is the organisation that is meant to provide the appropriate professional background in the area of the Cityarculat and town marketing, and to raise the image of the city to the right rank and to develop it. The local governments’ economic and management position, resources and human resources did not allow them to deal with city marketing tasks with appropriate professionalism and measurable results. In Sárospatak, the intellectual background (civil society organisations, local self-acting communities, tourist service providers) is extremely active, which can realise its successful operation as actors and active participants of a unified, well-built “city brand” concept. The city has so far not had a permanent city marketing specialist, and there is no developed methodology for building and maintaining the city’s architecture that could represent the city’s national and international reputation and rank in a worthy way. So far, city marketing is possible, mainly for jubilee years and events (e.g.: St. Elizabeth’s Year — 2007, the 50th anniversary of the re-declaration of the city — 2018) was published in line with the characteristics of the event, on an ad hoc basis, with the image adapted to the given occasion and with changing actors. This is how the city wants to break up, according to a single, well-built logic, with modern and efficient tools to move forward in the field of urban mat construction. In the framework of this key project, the goal is to develop the “brand” of Sárospatak, which includes the unique, attractive Sárospatak brand created on the basis of a conscious, strategic brand analysis and the related sustainable, segmented communication strategy. With the development of the “brand” of Sárospatak, the concentration of natural, cultural and infrastructural values on the ground, the organisation and sustainable integration of the current community development takes place. The long-term goal of ensuring the city’s competitiveness and population retention — economic, settlement and employment — is also through the conscious formation and strengthening of the image of Sárospatak by the ‘brand’, as well as the image that properly emphasises the city’s strengths and opportunities.