As a river that has a national strategic function, the current condition of the Citarum river is very alarming because it has suffered severe damage from upstream to downstream due to various problems . The purpose of this research to find Communication Strategy in Branding The Citarum Harum Program of The Bandung Regency Government. This study uses qualitative methods with descriptive. Data collection techniques include; in-depth interviews, observation, documentation and literature. The results of the study showed that the current condition of the Citarum River was very alarming because it had experienced severe environmental damage from upstream to downstream caused by various problems.