Popular culture can be given representation in the form of attractions and institutions. This paper explores the impact of such popular culture institutions within the context of place branding research. The aim is to contribute to developing a framework for assessing and harnessing indirect value of tourist attractions in place branding. Tom Tits Experiment Science Center serves as the focal point in this abductive qualitative case study. The literature review is focused on exploring the concept of value within place branding and associated fields, particularly, zooming in on the concept of indirect value and a bottom-up approach. Drawing from this cross-disciplinary literature review and interviews with key stakeholders within Tom Tits’ network, a framework that encompasses nine indirect value categories is presented. The case of Tom Tits is used to illustrate a single stakeholder’s potential value contributions across the identified categories. The study emphasizes the complex collaborative nature of places and encourages further exploration of the evolving topic of popular culture institutions and their influence in place branding. Additionally, it supports a shift in perspective regarding the assessment, development, and branding of places, highlighting the role of key stakeholders as value drivers.