Abstract: The subject of this research is the technology of creating a city brand. The work considers the theoretical insights existing in the world and Russia that reveal the tasks, technologies and tools of territorial branding. The article gives a systematic development strategy (of the tasks set in the beginning of research) and their practical implementation (through the developed brand concepts) of a concert municipal formation (Angarsk urban district). The authors describe the key idea of Angarsk brand and the form of its implementation in the practice of municipality, business representatives and city residents. The main result of this work consists in combining the theoretical scheme, set tasks and practical implementation of the development of city brand in practice of the municipality. The value of this work lies in the step-by-step analysis of technological task card, which allows obtaining the desired product – the city brand concept based on representations of the residents, existing eidetic memory of the city, forms and mechanism of application of such phenomenon in the course of city development.