While metropolitan governments recognize the importance of city branding and approaches it relatively strategically, primary local governments of small and medium-sized lack strategic approach and there are little effort and performance compared to interest. This research examined the usage, content, and form of slogan in Korean small and medium-sized cities. The analysis result demonstrated that there were differences in notation method and organization between slogans in medium-sized cities and small-sized cities. However, there were no differences in whether they included brands, target audience, perspective, rhyme, key message, regional relevance, brand personality, positioning, city competitiveness index(6P), city competitiveness evaluation, and type. There were many abstract words such as city, happiness and citizen for slogan keywords. The follow-up study will draw an effective result if it compares the environments, characteristics, and strategic positioning of cities. This research is significant as it provides the implications of city branding by examining the brand slogans of small and medium-sized cities.