The article indicates the potential of revitalization activities in the process of building the image of the city, associated also with its “brand”. It shows the role of city-marketing to create a city product, connected to the development of the cultural industries and the urban tourism. The article indicates common areas between the revitalization process and the creating the city brand, focusing on Gdańsk. Two main documents are taken into account: Brand Strategy Gdańsk until 2013 and Program for the development and promotion of the product off er of Gdańsk and the region in the 2014-2020 perspective. The article shows different types of revitalization activities aff ecting the image of Gdańsk, including: the spectacular investments in postindustrial areas, as well as residents’ and independent organizations’ activities, aiming to transform and to promote neglected, but valuable, areas of the city.