Different world-class examples demonstrate how cities have adopted a more commercial approach and greater openness to the outside world, changing the traditional concept of cultural and socio-economic isolation. In the development of this paper, we identify a set of strategies applied to the Medellin city branding, and using a multicriteria method called Analytic Hierarchy Process, we evaluate the categories with the greatest potential to promote the city, and thereby establish alternative forms of dissemination to penetrate the highly competitive global market. The results, according to the perception of the experts, show potential categories for the development of the city, such as public relations, with a score of 0,461 in relation to the other two identified ('urban infrastructure' and 'tourism and events plaza'). In addition, we propose marketing strategies to promote the categories evaluated.