Alvar Aalto (1898–1976) is one of Finland’s most famous architects and designers, who designed approximately 500 buildings over the course of his long career. The aim of this study is to explore the specific value that can be derived from Alvar Aalto as a person and his work as an architect in branding the Alvar Aalto route. Our long-term case study started in 2012, is still ongoing, and continues to apply a range of qualitative research methods. The study followed the novel approach of co-creative place branding theory.  The findings illustrate that the value of the heritage of Alvar Aalto’s achievements to branding a cultural route could be explored at the international, national, local, and personal levels.  The study contributes to place branding theory by linking the discourse on architectural heritage and branding an emerging cultural route. As a managerial implication the study emphasizes the brand essence of the Alvar Aalto cities in a way that expresses the cohesive brand image of the cultural route. As an avenue for future studies the international awareness of the brand will be interesting to examine.