Throughout its history, Barcelona has been associated with the concept of design. While this historical background can be helpful in the economic promotion of the city, the consolidation and promotion of the Barcelona Design brand requires strategic planning. In this paper, we analyse the determining factors that will come into play in the development and promotion of the Barcelona Design brand. We also suggest some strategies aimed at achieving these objectives. Based on a historical analysis of city’s socio-political background, as well as its present-day situation, we conclude that it is justified to associate the Barcelona Design brand with the concept of design.