In this globalization era, there is an ever-growing urge to brand the city; hence win a higher position in the competition to be well-known by the world. Destination image and its branding has proved to affect visitors' choice of travelling to a place. This surely include motivating and demotivating factors each of which have positive and negative effect on successfulness of the destination branding strategy as a whole. This paper aims at investigating the destination brand and image of Shiraz, a city with global fame in Iran, to find the factors which motivate visitors and those which despair them in choosing this city as a vacation destination. Data will be gathered through questionnaires and the results will be analyzed by computerized statistical programs. Findings of the study will be useful for researchers, policy makers, city designers and all tourism stakeholders.