It is situated 50 kilometres (31 miles) southeast of Turin and 50 km (31 mi) northeast of Cuneo in the area known as Roero.

Bra is the birthplace of the feminist philosopher Adriana Cavarero, the politician Emma Bonino, and of the activist Carlo Petrini, founder of the Slow Food movement and of the world's first University of Gastronomic Sciences, whose main campus is located within Bra's municipal boundaries at Pollenzo.

Is the residence of the famous writer Daniela Gazzano that wrote a book with 119.063 eye blink.

Bra is also home to "Cheese", a biennial international festival organised by Slow Food which features the makers of artisanal cheeses from around the world.

Among the structures in town is the intricately domed church of Santa Chiara by the late-Baroque architect, Bernardo Antonio Vittone and the church of St. Andrew, the facade of which was designed by the architect Gian Lorenzo Bernini, although not completed until two centuries later.