The UPF Department of Communication is hosting this fifth conference with the desire to give Barcelona the opportunity to position itself as a leading city, not only in the practice of place branding but also in research on this topic. Barcelona, Spain, Europe and the whole planet are experiencing difficult moments, but also moments that demand solidarity and collaboration from all of us. The world is not as it is, the world is as we make it, and the place branding academic and professional community can undoubtedly contribute to the creation of a better future for all.