This study aims to examine three Swedish municipalities place brand. The three municipalities Uppsala, Västerås and Enköping have been chosen as case studies based on their size since each of them represents a big, medium and a small sized municipality. The place brand of each municipality is examined on what the brand wants to show and how it is marketed, which other stakeholders have been involved in the creation of the place brand, if the place brand aim to attract specific target audiences and if the brand is based on a service logic or a product logic. The research, based on qualitative interviews with municipalities, shows that all of the municipalities have or is in the process to create strong brand identities and brand attributes which are marketed mostly through planned messages. All of the municipalities have used other stakeholders in the creative process, mostly residents and local businesses. Both Västerås and Enköping have clear target groups to attract while Uppsala does not need to market towards specific groups. All the place brands showed signs of both the service logic and the product logic, which makes it hard to conclude if either of them is more dominant.