This paper examines how past and present promotional activities shaped the image of the island of Hvar, shedding light on the relationship between the island's main tourist centers and the island's periphery. The first of the four stages of the destination branding process is based on a critical analysis of the identity of island towns and villages. In order to examine the marketing initiatives of the entire island and its five settlements, the paper provides an overview of the literature in the area of island branding and tourism destination branding. In addition to the historical approach, he also uses the method of descriptive analysis. Previous research has shown that the perception of the island is derived from the perception of the city of Hvar. The image of the island of Hvar as a destination is fragmented and not based on real local peculiarities, but shows the island exclusively as a sun and sea destination. In order to develop a diverse tourist offer, it is essential to better use branding as a tool for establishing a unique destination image based on the island's peculiarities and, as a result, for strengthening local island identities.