The new global economic scenario has driven cities to urban entrepreneurialism and to a holistic marketing approach to define and manage successful redevelopment projects. Positioning in the chosen target market requires an image and a brand to communicate the city values, the assets that make her unique and better than her competitors. Urban design based on iconic buildings is one of the models of the culture-led regeneration programs that are being developed to re-image the city, to make her an attractive tourist destination. The present study analyzed the image and perception of Bilbao 10 years after the opening of the Guggenheim Museum, and concluded that more than the spectacular landmark should be considered to create a new image.