Currently, city branding identifies the values of a city, as well as strengthens the identity with the physical aspect, creating a social image, generating benefits in business optics, tourism policies, and urban destination management. The objective of the study is to know the perception of Sullana’s image for the construction of a city brand. The research is descriptive, non-experimental, field and cross-sectional with a quantitative approach. A simple random probability sampling was chosen, and the sample consisted of 385 residents of the province of Sullana-Peru. The study identified the main square of Sullana with 28.6%, the Chira River with 25.7%, and the Sullana Mother Church with 20.5% as significant elements. Likewise, 42.3% associate the province as a welcoming city, 30.4% to its tourist sites and 25.7% to its gastronomy. “The pearl of the Chira” is the phrase that identifies the province according to the opinion of the participants. Among the attributes perceived are gastronomy (85.5%); traditions, customs and dances (79.2%); nature (75.3%), and as an exporting city 85.2%. However, the perception that the province of Sullana is a clean, orderly, and safe city is not very favorable