In the global world, investors and tourists choose their markets and their destinations based on competitive conditions and attractive features of the territory. Today cities compete with every other in order to attract flows of capital, tourists and new residents, so urban management has copied traditional companies’ tools. Actually the urban marketing has created brands with cities, and has associated one image and values. The article analyzes the function of the postmodern architecture in the branding of the city, because has an influence about his image, about his cultural values associated and about the gentrification of his neighbourhood, that is about the expulsion of marginal people from the city centre. It analyzes, so, the planning of cultural resorts created like competitive advantages.