For Alenquer, a brand capable of showing the region’s potentialities. A brand, even more than an image, is a set of perceptions and associations in people’s minds about a certain thing. Conceiving Alenquer's brand requires thinking about its history, heritage, imaginary and economy. Factors which influence Alenquer's recognition as a region, as a brand. We’ve found the argument for the communication of Alenquer in the graphical overview of these topics. A brand based on its past history but also capable of projecting into the future. If the coat of arms was the reference to its history, the heritage was found in Alenquer's castle, and the vineyards wore used as a reference to the ancient way of life of locals, as well as to today’s opportunity for a new future economy.