This article highlights the benefits and constraints, as well as the experiences in working with place based branding in Cantabria (Spain) and Gotland (Sweden). In Cantabria, the main tool for place based branding is the protected designation of origin (PDO) quality scheme, while in Gotland, the main common branding tool is a trademark owned by the municipality and used by all local agents that apply for it. The article highlight the different ways in which these tools have been used.