<![CDATA[This study examines the legal framework for a tourism development image through city branding in Pemalang Regency, utilizing a sustainability value approach within the broader perspective of sustainable development. The primary issue addressed is the ineffectiveness of current city branding policies in Pemalang, which are hindered by a lack of strategic planning, regulatory coherence, and stakeholder participation. Using a qualitative legal research method, supported by statute and conceptual approaches, the study analyzes legal documents, conducts interviews with government officials, and observes implementation practices in the field. The findings show that although Pemalang has foundational regulations such as Regional Regulation No. 19 of 2016, these are too general and fail to provide operational guidance. There is a need for a comprehensive regulatory framework, including a dedicated city branding master plan and institutional coordination mechanisms. The study concludes that sustainable city branding should be rooted in local identity, inclusive participation, environmental stewardship, and long-term development goals. Strengthening city branding regulation will enable Pemalang to build a competitive, inclusive, and sustainable city identity that supports both tourism development and regional development.]]>
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