In April 1909，66 families gathered on the sand dunes north of Jaffa in order to establish a modern Hebrew city. Their goal was to create “The New York of the Middle East” and indeed from its inception Tel Aviv was a city of entrepreneurs，innovators and a young spirit，which together endowed the city with its special character. As cities become key players not only within their local communities but also in a global network，their brand constitutes an increasingly important factor in their ability to be effective and competitive international players. An inside look at the “Tel Aviv” branding process presents a view of a three-stage model which could serve as a relevant paradigm for any city aspiring to make the leap from a local brand to a global one：The “establishment” stage，The “economic development” stage，The “global development” stage.