 Barcelona, London, Amsterdam and many other cities in Europe have become really appealing destinations for many types of tourists and visitors. The growth and the relevance of the cities in the economic development of the territories have pushed the cities into highly competitive, globalised contexts. So in this course we will learn to understand this symbolic role of the territories. We will explore the challenges of building strong images that represent the complexity of these cities. We will understand the importance of taking into account the different stakeholders' opinions and we will use and apply branding techniques to learn from the case of Barcelona. So it is an introductory course that gives you an overview of this new emerging domain which is the place branding and we hope you will find it very interesting.