Today, the territories are launching themselves into a race for tourism. They must define their legitimacy as a "destination" by establishing a singularity and coherence. Brands, labels and slogans are therefore appearing and becoming promotional tools allowing the territory to be identified and valued on the basis of cultural and identity links. However, the administrative delimitation of a territory is not necessarily based on a cultural foundation, nor does it form a sentimental and lived territoriality. This study looks at the creation of territorial brands and labels as marketing tools and their use and impact in the tourism sector. A case study was conducted on the Sud de France brand in the Languedoc-Roussillon region.