The purpose of this essay is to introduce every potential reader to the idea of place brand and the tools of place branding. It also aims at citing the necessity for every region to create and promote its own place brand in the international but also glocalized market, where regions even of the same country compete for human resources and investments. In addition, this essay focuses on the existing brand of the Municipality of Souli (Epirus, Greece) suggesting ways and methods for a successful place brand and branding, as well as destination marketing for this region.