What is perhaps the most important out-come of city branding – whether external or internal focused – is that it often sets off a process of reflection of what kind of city the city used to be, what kind of city it is at present and what kind of city it should be in the future

Есть достаточно элегантная подмена: "it sets off a process of reflection what kind of city the city used to be..." -- "он заставляет задуматься о том, каким город был...".