We study destination brand awareness/brand image ofRegion Center of Portugal. We apply a questionnaire-based survey (816 validresponses), based on random sampling at BTL 2013. The image of the Region Center of Portugal reveals keycities: Coimbra, Fátima, Aveiro and Figueira da Foz (specific city-related attributesare associated with academia, monuments, culture, religion, nature/sun&seaand food). Regional strengths are Food and Nature. Future developments include: a) implementation of a tourismobservatory in the region to measure key variables for brand imageconsolidation; b) place marketing/branding with nationalpositioning/differentiation based on diversity, uniqueness and quality underone umbrella brand “Center of Portugal”; c) development of methodologies/strategiesto promote place brands close to tourists and regional stakeholders usingsocial media. Practitioners could benefit from integrating these resultsin their business strategies, hence motivating the alignment of theirstrategies with DMOs, using Region’s strengths to differentiate themselves.