abstract: The article explores the spatial dimensions of the brand image building of the cities / regional metropolises, with an application on Iaşi as a study case.The starting point is represented by the results of the researches in FP7 project EuroBroadMap.Visions of the Europe in the World, which shows that the city of Iaşi has an unfavorable position among the preferences of the Romanian student's questioned, which raises some questions about its role as a regional metropolis.In order to improve its 
journal: Journal of Urban and Regional Analysis