This paper employs a constructing regional advantage (CRA) approach in respect of examining the potential of joint branding strategies intended to position and give visibility to cross-border regions. The CRA concept is introduced here to improve understanding about the empirical significance of a branding strategy through cross-border relatedness, differentiated knowledge bases and policy platforms. It also aims to contribute to the academic debate on region branding. The case study focuses on the Euroregion composed of Galicia in north-west Spain and northern Portugal (GNP). Findings show that the combination of the key economic domains in which GNP excels will echo the cross-border advantage and strengthen a joint region branding strategy.