This research aims to study the branding of the emirate of Sharjah and how the efforts of Sharjah's departments are contributing to shape the image and reputation of the emirate. In so doing, the research identifies the emirate's branding strategy, the main dimensions constituting this strategy, the role of communication and media in the branding, as well as the social and economic implications of the branding for the emirate. The study uses qualitative research methodology, combining in-depth interviews conducted with nine different departments in the emirate of Sharjah with the participation of eighteen participants related to the branding of the emirate, with qualitative content analysis of fifteen speeches of His Highness Sheikh Dr. Sultan Bin Muhammad Al Qasimi, covering the period between 2012 to 2019. The research draws on the 4D model of the country image (Smith, 1991) that identifies four interrelated dimensions in branding, namely: functional, normative, aesthetic, and sympathetic. The key research questions the study answers are the following: Q1: To what extent does the emirate of Sharjah follow a branding strategy? Q2: What are the main dimensions that constitute the emirate's branding strategy? Q3: What are the communication strategies and tools used by Sharjah's departments to brand the emirate? Q4: To what extent does the branding of the emirate of Sharjah affect its image and development? The results indicated that the branding strategy of the emirate of Sharjah has its own specific policies and unique standards that are rooted in the history of Sharjah, its culture, identity, social solidarity and its status in the United Arab Emirates as a unique emirate that takes into its consideration the cultural aspect, and all of these are shaped by the directives, instructions, vision and thought of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Member of the Supreme Council of the United Arab Emirates and Ruler of Sharjah.