This paper combines conceptual thinking and empirical analysis of landscape labelling as a new governance approach. With the help of a literature review and qualitative interviews, we (1) explore the conceptual orientation of landscape labelling, (2) analyse existing approaches in Europe and (3) elaborate its potential for integrated landscape management on a regional scale. Governance analysis to identify fostering and hindering factors is carried out for regional brands in biosphere reserves in Germany, geographic indication in Spain, organic agriculture in France and a community forest in England. We argue that landscape labelling can highlight the multitude of landscape functions and values, target a broader range of stakeholders and act as a boundary object and exchange platform for rural transformation, experimentation and learning. However, landscape labels are no panacea, but one approach within policy mixes that depend on supportive governance structures and stakeholders.