ABSTRACT: Although branding is a well-established practice in consumer goods marketing its application to intangibles is a relatively new activity. This article analyzes the co-branding between the United Nations and urban centers that are successful in becoming UNESCO Creative Cities of Gastronomy. Cities with this status have the potential to generate benefits from enhanced brand image, with associated economic and social rewards. However, it requires ongoing investment to create awareness among potential tourists and investors and in the development of enhanced pride and coordination among city residents and businesses. Numerous cities are likely to join the existing five UNESCO Creative Cities of Gastronomy over coming years as a result of efforts from UNESCO to raise its profile, alongside individual cities prioritizing food tourism in their economic development plans and increasing global importance of food security as evidenced by it being the theme for World Exposition being hosted by Italy in 2015.