In recent years branding has become steadily more popular in marketing of products, people and places, in Denmark and abroad. Several minicipalities in Denmark have accepted the challenge and begun to branding themselves in order to appear more attractive to outsiders as well as locals. We will use Niklas Luhmann´s theory of communication and of systems in the context of branding of municipalities. In addition to him we will utilise Jürgen Habermas's theory of communication in the social and public sphere as well as his critique of Luhmann to gain a second perspective on his theory.