In today’s globalised world, every country and every city is competing for investors, talented workforce and tourism. On the other hand, investors, talented job seekers and tourists look for the places that attract them the most. Places need to stand out to be noticed. To be noticed requires more than catchy promotional videos and colourful brochures. City governments, tourism and promotional bureaus and other stakeholders adopt Place branding techniques. However, due to the ambiguity of what place branding is exactly all about, there are different approaches adopted by the different stakeholders in order to brand their cities. Some who follow Marketing approach concentrate more on consumer research and marketing techniques, those who are from Public Relations background prefers to devise promotional campaigns, invent logos and slogans. Those who are from Management background prefer to concentrate on infrastructure and governance. In this research, discussions are made in the light of the abovementioned approaches, and especially the ideas from corporate branding, to investigate the trajectory of city branding of Macao. Macao was a Portuguese colony since the 16 century until December 20, 1999. The decades right before and after the Handover (return of sovereignty to China) provide a great opportunity to study the approaches and strategies adopted by Macao Special Administrative Region’s government to re-brand Macao. Since place branding or city branding is not a one-time campaign. This study aims to give an account of the different narratives about the multifaceted identity of Macao, and critically re-examine these narratives in the framework of city branding in order to discover a holistic branding master narrative for continuous branding campaigns for Macao in the future.