Characteristics of identity factors for city branding formation

It seems that the brand of the city is visualized as a symbol of the city, and branding of the city as an effective strategy for the image of the city. Important features for branding purposes are presented. Selected factors: stable, variability factors, symbolic are considered with a brief description in relation to the city of Nakhodka, as factors of identity. Identity itself is presented as a face, a «visiting card», a bright and attractive image of the city with its symbols and unique events. It is proposed to expand the urban space through the construction of a seasonal water park.