In the context of globalization and urban competitiveness, cities are striving to develop strategies and initiatives to enhance their prominence on global and international stages. Urban branding is a tool to enhance the competitive advantage of a city by presenting a positive image that contributes to economic, social, and physical development, thereby improving overall quality of life. Urban branding strategies and actions aim to define or strengthen a distinct identity for cities in a competitive space. Investment in urban branding strategies is crucial for determining the competitive advantage of a city compared to others and serving as a focal point for attracting investors, diverse audiences, stakeholders and tourists. In recent decades, the number of cities claiming to employ branding has significantly increased, with the most recognized urban branding cases associated with cities that rank highest in global city rankings. Therefore, it can be argued that urban branding has increasingly become important in developing communities, with its goals different from one region to another. For example, the aim of American cities is economic growth and dynamism. In contrast, European cities aim for comprehensive development for economic and social prosperity and ultimately improving the quality of life for residents and local infrastructure. This study aims to examine how tangible place qualities are influenced by urban branding within the context of globalization, and to analyze the contradictory impacts of these transformations on target stakeholders in space. Focusing on the experiences of four global cities, the research seeks to gain a deeper understanding of the mutual influence between tangible place qualities and urban branding strategies. Following the data collection phase, selected projects in four cities—New York, London, Shanghai, and Hong Kong—were examined to identify place qualities shaped by urban branding. The actions taken in these projects were analyzed through content analysis using MAXQDA software (version 2018), based on relevant documentary sources.The findings of this study are derived from certain place qualities emphasized by scholars in the field of urban design within the framework of urban branding, as well as from an analysis of the transformations observed in selected urban spaces across four global cities—New York, London, Shanghai, and Hong Kong—aimed at achieving urban branding goals. The results highlight specific place qualities that have been influenced by urban branding, encompassing eleven key attributes: eventfulness, tourism receptivity, building with symbolic architecture, pedestrianization, efficient access and public transportation network, heritage acceptance and local architectural values, identity and sense of place, functional diversity and mixed uses, Sociability, flexibility, intangible cultural heritage. In the future analysis outlines how these place qualities are influenced and interpreted within the context of urban branding. The findings indicate the existence of an asymmetrical balance, wherein some spatial qualities are enhanced while others have deteriorated. Given that urban branding is an inherently ambivalent concept—shaped by both endogenous and exogenous forces—it results in paradoxical transformations of spatial qualities, particularly due to its emphasis on enhancing the city\\\\\\\\\\\\\\\'s image. Moreover, certain qualities, such as eventfulness and , building with symbolic architecture are further shaped by additional mediating variables. The qualities of urban branding have undergone changes that may manifest differently outside this sphere. An examination of the studied place qualities in selected samples has shown that in most cases, the manner and impact of urban branding on space, with a focus on external 3 audiences, have led to the creation of prominence towards providing high-quality services for this category of audiences. Therefore, Urban branding is a dual-sided issue that has manifested in Internal and external dimensions. Internal urban branding focuses on identity formation and reinforcing the indigenous values of a place, creating an attractive environment for retaining residents and their businesses. Conversely, external urban branding involves attracting visitors and commercializing a place as a catalyst for development, achievements, and new opportunities on a global and international scale for cities. It aims to provide high-quality services for external audiences. The objectives of each of them differ according to their specific audiences. The interaction of place qualities, whether within the framework of urban branding or outside it, is influenced by other intermediary qualities.

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