This paper presents a constructing regional advantage (CRA) approach as an attempt to debate the potential of joint place branding initiatives between cross-border regions. This discussion merits attention at the present time as the European discourse on internal borders has promoted the conceptualization of cross-border cooperation and transnational integration as a means to overcome entrenched economic and social imbalances of several European Union (EU) border regions (Medeiros, 2011). In addition, cross-border geographies were presented as an effective way strategically to lift the economy of border territories (Amante, 2013) and to accelerate the process of reducing the gap between the less and more developed regions of the EU. Moreover, regions, city-regions, Eurocities, cross-border regions and regional identity have become buzzwords in the worldwide geo-economic and geo-political environment (Paasi, 2009). Furthermore, global competition, growing complexity and the challenges posed to transnational geographical entities, such as unemployment growth, scarcity of financial resources and loss of purchasing power, boost the practice of undertaking cross-border cooperation in order to construct regional advantage, strengthen their competitive position and provide territorial visibility (Pasquinelli & Teräs, 2013).