The aim of this study is to examine the use of famous historical or fictional persons in place branding. It seeks to analyze the images of places that are produced, and the representations of persons that are used in branding practices. Largely this use is located within a tourist discourse, begging the question how tourists take part in the shaping of these cities. In sum, the study aims to examine constructions of the past and the present, as well as representations of gender. The main question is which parts of the history of a city are described and which sites are highlighted. Four cases studies are presented. First, the uses of the heritage connected with author Selma Lagerlöf in and around Sunne are examined, in particular her former residence, Mårbacka, now musealized. Second, Uppsala's and Småland's uses of the Carl Linnaeus heritage are surveyed. Third, the uses of inventor Johan Petter Johansson in Enköping are studied, and fourth the tourist and heritage practices around fictional police detective Kurt Wallander in Ystad are examined. Taken at face value, these examples differ from each other in many ways. The aim of the dissertation is to track these differences, but also the likenesses in practices, meaning production and visualizations. In sum, the aim of this dissertation is to examine how the productions of meaning are influenced through the use of these individuals. How do visitors influence the production on these heritage sites? Is there room for change in descriptions of persons and places? How are ideas of authenticity produced when places are viewed through one individual? What ideas of gender and masculinity are produced?