The Seminar Regional Branding in the framework of the EU Strategy 2020 will be held in the context of the International University Menendez Pelayo in Santander from 21st to 23rd July. The event aims to examine on how the image projected by a territorial unit may contribute to economic growth and improving competitiveness. During the meeting, key elements of the EU Strategy 2020 will be identified and existing tools and strategies to develop a regional identity that will serve a lure for attracting talent and investments. Experts will also discuss on the role of government as facilitator of this process. Finally through the round-table format will be discussed best practices in processes of regional branding such as public diplomacy, participation in networks or the European Capital of Culture.