City branding is a relatively new subject which gains in importance during the last decades. Destinations are competing for tourists and qualified newcomers to improve their economy and ascertain their subsistence. Branding a region is a complex and challenging task which requires a sophisticated strategy. It goes beyond traditional marketing approaches as networking and Web 2.0 are essential elements for a competitive destination marketing concept. Therefore this book shows how the city of Amsterdam manages to be among the top European destinations. It gives an insight into the structure of the "I Amsterdam" campaign and explains how to become a successful and popular brand. Qualitative research based on surveys among visitors and citizen demonstrates the effect the city marketing campaign has on its target groups. The analysis should help to clarify and inspire professionals active in the field of city branding and destination marketing in order to conceive essential elements to implement a competitive branding concept.