In this article, it is aimed to determine the cultural elements of Tokat with brand value in oral, written and electronic cultural environments and to examine these values in the context of cultural continuity, change and transformation. One of the important sources in determining the brand values of the city is the people living in that city. As a result of human and space interactions, urban images are created and these images are carried beyond centuries with oral and written narratives. Oral and written narratives conveying the urban memory; combines the physical and cultural characteristics of the environment in which it is created with aesthetic creativity. Thus, these narratives keep the cultural heritage, brand values and traditional experience of the city alive. What people who visit the city for different reasons see, experience and write, as well as those living in the city, are important in keeping the brand values alive. Travel books, as narratives of experience in which a lot of information about cities are conveyed, give detailed information about urban culture. In this respect, travel books are a source of reference in determining many elements that make up the culture of the city. Another source that conveys brand values is the narratives of virtual travelers of the electronic cultural environment and the websites that promote the city. These resources of the electronic cultural environment; It plays an important role in the determination of urban images and in revealing the changing and transforming elements and functions throughout history. In this study, in the determination of Tokat’s brand values, from the tradition of oral poetry, Polish Simeon (17th century), Evliya Çelebi (17th century), Joseph De Tournefort (18th century) and William Ousley’s (19th century) travel books and city introductions in the electronic cultural environment were used. First of all, in the study, the symbolic meanings of city images with brand value in Tokat’s oral culture memory will be analyzed and the information in the travel books about the cultural elements that have become brand values will be determined. Then, the changes and transformations in Tokat’s brand values in the electronic cultural environment will be evaluated. Thus, in the context of cultural continuity, the prominent brand values of the city will be compared in different cultural environments and the role of these values in cultural tourism and industry will be discussed.