The city is located in the northern part of the county, at the foot of the Metaliferi Mountains.

It lies in the valleys of the river Crișul Alb and its tributaries, Brad and Luncoiu.

Five villages are administered by the city: Mesteacăn ("birch"; Mesztákon), Potingani (Pottingány), Ruda-Brad (Ruda), Țărățel (Cerecel) and Valea Bradului ("the valley of the fir tree"; Vályabrád).

A gold mine in the area began to be exploited in Roman times, and the town developed around it.

The central plaza of Brad features a copy of the Capitoline Wolf, near the Dacian Draco.