In the post-Fordist economy, culture has become an important resource for cities to compete at the regional and international levels. Thus, local elites have used culture as an instrument of urban regeneration and these processes increasingly seek to promote urban branding. Moreover, culture is seen as a way to generate narratives that help cities avoid the perception of standardisation, characterise cities as a unique urban space and create authenticity, which are necessary elements if a city is to be globally competitive. The case of central Barcelona and, specifically, the Raval district is exemplary and singular: the joint action of the cultural institutions and representatives of the cultural sector based in the neighbourhood have turned the Raval into an brand space of ‘authentic Barcelona’ that makes the official, tourist-frequented Barcelona more rich and complex.