In today's world, where there is a growing supply in the offering of tourist destinations and events, it is very important to build a unique brand for the destination and enable its offering to stand out. With the increase in the number of tourist destinations that are increasingly more affordable for larger parts of the population, there is an oversaturation of content and offers on the market. Because of this saturation, it is necessary to reach various consumers and attract potential tourists through the creation of a unique brand image. At the beginning of this paper, readers are acquainted with the general concepts of the brand and the process of its construction. Furthermore, readers get acquainted with the history of branding that goes far back in time. We explore the importance of branding as a path to recognition and then measure the recognition of a tourist destination as a brand. Further in the paper, we focus on tourist destinations and their management. The emphasis is on the branding of the tourist destination which has a purpose to improve the image of the destination, increase the number of tourists, increase business investment, strengthen tradition, and improve the lives of the residents of the tourist destination. The city of Zagreb is given as an example, where we talk about the tourism of the city of Zagreb and its potentials. This thesis consists of a theoretical and research part. The field research was conducted in the form of a survey during the Advent event in Zagreb in 2019. The purpose of the research was to determine the strength of Advent as a tourist brand and the perception of tourists about the city of Zagreb. This paper offers a review of this research, analysis of its results, and presents original conclusions.