Several questions must be considered in order to tap the full branding potential of a science centre: What role does the architecture play? What kind of Unique Selling Proposition is at the centre’s heart? Which key attractions does it provide? Short impulse presentations will give an overview of international case studies to trigger imagination and opinions about branding. Different approaches of to science centre brand development involve: Developing a brand for a pre-existing centre, establishing a new science centre as a brand in close connection to the identity of its host city and branding in cooperation with businesses.