Abstarct: Tourism development has been considered very much in recent years and it can be considered as an important pole of the non-oil economy of our country. The world's major cities have benefited from urban branding in attracting tourists and capital, and this has recently been considered in our country. Urban branding shows the unique features of the potential identity of a city in an accurate and clear picture to the audience, and in this way it uses various tools for introducing the brand of the city. Urban elements are one of the most influential visual elements in urban imagery. The city of Damghan has seven thousand years of history and civilization with full of tourist attractions, but unfortunately, these attractions are not worthy of consideration. On the other hand, in recent years, with the efforts of urban managers, many measures have been taken in the urbanization of Damghan. At their top is the use of decorative elements in the city. Therefore, we need to look at the role and position of these elements in branding and introduction of Damghan brand to the audiences. In this research, using a descxriptive analytical method and by doing library studies, we explained the basic concepts and the introduced the place of study, then we obtained the information about Damghan city and studied fields by providing a questionnaire and doing fieldwork. The results of the research indicate that urban elements have a significant role in introducing the urban brand to the audience. Also, the elements of Damghan Municipality despite the success of attraction of the audience need more effort to introduce the attraction of Damghan to tourists. By studying the studied fields, we find that the squares of Imam Hossein and the student have a suitable field for attracting tourists and the square of Saddarvazeh as the entrance to the city requires more investment in this field.