Different messages sent by the city and formed in people's minds create the image of the city. Awareness of these mental images can lead to successful city branding by city management. Therefore, the purpose of the current research is to model the image of the city in line with the formulation of city branding priorities, and for this purpose, Qeshm city has been chosen as a case study. In the present research, first, 9 components and 47 criteria for the image of the city were extracted based on documentary studies. Then, 402 questionnaires were completed by online and face-to-face methods among tourists with a history of at least one trip to Qeshm city, and the information was analyzed using structural equation modeling (SEM) and path analysis. The findings of the research show that the "environment and nature" component, followed by "trade and economy", are the most important components of Qeshm city image, and in order to strengthen the Qeshm city brand image, it is necessary to increase the value of the "urban planning and architecture" and "culture" components. , "facilities and infrastructures", "people's lifestyle and behavior", "social issues", "transportation and communication", "leisure", "trade and economy" and "Environment and nature" should be prioritized respectively. The result of the research shows that each of the urban components can play a significant role in the brand image by influencing "brand loyalty", "brand awareness", "brand association" and "perceived quality".