Urban branding, as an innovation, creates positive images of urban areas and cities with socio-economic potentials to attract tourism. It is essential to conduct periodic and continuous studies to gather knowledge in the field of urban branding. This study aims to model the image of Kermanshah to enhance perception and awareness regarding the primary actions in branding this city. After reviewing theoretical literature and understanding the relationship between urban branding and city image, a theoretical framework for the research was developed. The research type is analytical-applied, and a descriptive-survey method was used to collect data. Data was gathered through a questionnaire distributed among citizens and non-citizens of Kermanshah, and its reliability was confirmed using Cronbach's alpha coefficient (0.723). The results of the structural equation modeling of this research showed that for creating the brand of Kermanshah, the following variables, in order of rank and priority, directly impact the evaluation of the city image and can be useful in urban branding: geographical/physical features, economic/political features, urban services, cultural/historical features, architecture and urban planning, transportation and communications and traffic, mythical image, education and universities, city culture, environment, city economy, business space, cultural heritage, history and religion, with social issues being the last priority.