The value of a convention center is not strictly limited to the economic operation of supplying spaces and services for conventions and exhibitions. The convention center is increasingly viewed for the intangible value it provides the city, namely due to its role as a landmark, serving to improve the brand image of the city. Although the image of the convention center affecting the city`s brand equity has been assumed, current research studying its impact is lacking. Through an empirical analysis on the effect a convention center`s image has on a city`s brand equity, this study suggests a marketing strategy in order to improve the city`s brand equity, by marking aware to the audience the convention center`s role as a landmark within the city. The conclusion is that the image of convention center is not a significant factor in city`s brand equity to local residents. Therefore, an opportunity is available, through effective marketing efforts by convention centers and local government officials, to rebrand the image of the convention center as a city`s landmark.