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Place branding and territorial marketing are increasing activities among place management. However, branding places being more than just a logo and a tagline, thus this book endeavours to understand place branding activity, its main factors and its challenges toward place identity and its influencers: the place stakeholders, the place culture and the place external factors. The gap outlined in the literature was about the perception and the actual outcomes place branding have on stakeholders. In order to be achievable and realistic, the research had to focus on one of the stakeholders, the companies. Therefore research purpose was to define the elements of a territory brand identity that influence companies to implement, stay or leave this territory.