Understanding branding as endowing the territory with additional value senses, the authors determine the motives and potential of youth participation in this socio­cultural process. A survey of young people conducted in the cities of Poland, Romania, Armenia, Russia and a series of case studies in these countries allows us to determine the resource of young people from different countries in city branding. The case about the volunteers of the Ural Night of Music confirms the authors’ hypothesis that the value bases of this activity, adequately identified by specialists, can influence the completeness of the realization of the youth resources and the degree of their involvement in brand building events and projects.