Many cities in China are utilizing cultural assets in their branding strategies. In particular, in most cities in China, local museums are tasked with developing city brands. This study analyzes the city's brand strategy of IP-enabled of cultural assets in Suzhou. Suzhou Museum is one of the best examples of effective IP management by utilizing its intangible and tangible cultural assets. Based on the four-dimensional model of brand IP ization management, we analyzed the brand strategy of Suzhou Museum as follows. First, at the core level, Suzhou Museum has established the value of transmitting the unique cultural spirit of Jiangnan by reflecting local cultural characteristics and the personalities of historical figures. Second, at the subject level, the museum created stories centered on Jiangnan literati and developed cultural products utilizing them. Third, at the identification level, we designed a logo that reflects the characteristics of the region and developed IP images utilizing intangible cultural assets. Fourth, at the expression level, the museum implemented effective IP management through the use of various media and IP licensing. By deriving a city brand revitalization strategy using the IP-enabled of cultural assets of Suzhou Museum, this study is expected to provide practical implications for the establishment of brand strategies in other regional cities.