Brand value creation: the case of Vilnius city

However, this theory is still behind the practice, as the image of the city becomes a subject of contract between different interest groups. So, the main scientific problem - it is not clear what are the main factors of the city image and brand value formation guidelines in a favour of different interests’ groups. Findings: The paper represents critical reflection on the place branding process and its importance for the different interests’ groups by representing the case of Vilnius city branding. The main result of the paper – the developed city brand value creation model from the perspective of different interest groups. Originality/Value: The topic of city branding is new in the place marketing field. There are few scientific papers focusing to city branding and their findings are rather fragmented. The city brand value creation process to is very actual for Lithuanian cities because ongoing rebranding process and new image formation of Lithuania in the world.