This chapter outlines a framework in which to treat the relation between cultural institutions and local economic development from a branding perspective. It does so by describing the Cultural Branding Matrix. Based on case analyses in the literature, this matrix is meant to support policy-makers and practitioners involved in cultural urban planning. It is intended to give them a sense of orientation in the field of cultural policies, which are evidently at risk of failure in contemporary cities. Even though every case and every context is characterised by different preconditions and challenges, a typification of cases may furnish a valid framework for decision-making and actions.