Reflections on the past and the present followed by propositions for the future of Rio de Janeiro are part of the routine of every "carioca", native or at heart, especially those dedicated to the uncontrollable art of defending this wonderful city. With this book, Patrícia Reis, a native "carioca", reveals us much more than the difference of concepts and references that form the identity of a destination brand, proposing us a model of construction and management that goes far beyond design. From this perspective, brand becomes an articulating element of the relationships that are established between people and place, the dream of consumption of every professional involved with the city soul.