In an era marked by rapid technological advancements and globalization, cities are increasingly competing for prominence as attractive tourist destinations, workplaces, and culturally rich locales. This competition necessitates continuous urban evolution and strategic promotional efforts. This thesis investigates the intricate dynamics of planning and branding of urban mega projects, with a focus on the ambitious "Line" city project within the Neom region. The study aims to understand how cities try to balance visionary ambitions with practical realities, integrating development strategies, urban branding, and pragmatic considerations. City branding is pivotal in crafting an appealing image for tourists and investors while strengthening local identity.