This specialist professional master thesis presents the key terms concerning brand and strategic brand management as well as the fundamental determinants of the national identity of The Republic of Croatia and strategic country image management. At the same time , particular emphasis was placed on the image and identity as an essential brand factor , i.e. on the thing by which a particular brand in the customers' heads is distinguished from retailers' brands or other brands . Additionally , the terms „image „ and „identity“ are also the terms that are highly expressed at countries and nations and that's why more and more countries are systematically working on the national brand strategy for the purpose of managing national identity and image. Accordingly, this paper is analysing the national identity of The Republic of Croatia , with a view to finding possibilities for a further enhacement of its national image . To come to framework guidelines for managing national image of The Republic of Croatia, other countries' best practice examples worldwide will be analysed and presented . Then, two quantitative researches were carried out , i.e. survey questionnaires in a sample of 100 Croatian and 100 foreign respondents from 28 countries around the world , as well as one quantitative research as an in-depth interview with communication expert. As follow-up, this paper contains the complete acquired knowledge about theoretical determinants and the results of the conducted researches which were introduced to the suggestions for the future creation of country branding strategy . The ultimate goal is strenghtening national competitiveness, improving the economy ,attracting foreign investments and to improve quality of life of native population.