The paper analyzes the identities of four cities/towns in Serbia: Kragujevac, Novi Pazar, Šabac and Užice, as seen by their inhabitants and other local actors. The identity of a city is defined as a set of unique features ensuring its continuous recognizability and distinguishing it from any other city. The analysis is based on quantitative and qualitative data collected in 2013 within the project „Characteristics of Territorial Capital in Serbia” of the Institute for Sociological Research, Faculty of Philosophy, Belgrade. The views of citizens are documented by representative survey data (Kragujevac N=379, Novi Pazar N=299, Šabac N=346 and Užice N=322), and those of other actors by semi-structured interviews (Kragujevac N=15, Novi Pazar N=14, Šabac N=12 and Užice N=17). [Projekat Ministarstva nauke Republike Srbije, br. 179035: Izazovi nove društvene integracije u Srbiji: koncepti i akteri, potprojekt: Karakteristike teritorijalnog kapitala u Srbiji]