In today's world full of various offers on the market, manufacturers are more than ever faced with the challenge of placing their products on the market. This is why branding stands out as one of the key factors of recognition and standing out in a market full of competing products. More than ever, consumers have a handful of products to choose from. In the sea of different products, they choose the ones that best suit their needs and wishes. In order for consumers to recognize them, manufacturers research their target market even before creating and branding a product. Therefore, they further brand the product to make it stand out from similar competing products. Branding means a set of processes and characteristics that distinguish the product from the competition. Products, services, people, places and more can be branded. Tourist destinations can also be branded. Tourist destinations create their offer and build their identity based on their specificities. This is exactly what was recognized on the island of Brač. It certainly stands out as a branded tourist destination recognizable in the country, but also in the world. With its diverse offer, from culture, weather conditions to diverse content for all generations, it attracts tourists in season and out of season.