Our country, with its numerous geographical advantages, has a very high potential in benefiting from the advantages of urban branding in the field of tourism. Dezful city with its cultural, artistic and historical heritage has very good opportunities to attract tourists from all over the world and Iran, but due to the many tourist attractions and despite the existence of many natural and cultural gifts, the issue of tourism so far it has not achieved its true status. Weak tourism marketing and lack of brand in the Cultural Heritage, Handicrafts and Tourism Organization is the most important factor in the lack of growth in tourism in the city. The present research is theoretical-applied in nature and descriptive and analytical in terms of study method. In accordance with the research hypotheses, two library and field methods have been used to collect data and information. In the first hypothesis, the Delphi technique was used to identify and prioritize the factors affecting the tourism brand of Dezful. In this regard, in order to identify the effective factors in the reputation of Dezful tourism brand, Bazkeh questionnaire was provided to 20 relevant specialists and experts. The results showed that environmental factors (climate and natural attractions) with a value of 4.80 and cultural, social and historical factors with a value of 4.31, have the most effective role in the formation of tourism branding in Dezful. In the second hypothesis, in order to examine the image of Dezful city based on the current situation, a single-sample t-test was used to integrate the results of the three groups (citizens, tourists and experts). The results obtained with an average of 3.31 out of 4, indicate that the image of citizens, tourists and experts in relation to the current situation in Dezful, is at a medium to high level.