The bachelor’s thesis explains the concept and development of brand and branding over time, including its application in the tourism industry. The importance of branding for airlines, tour operators and travel agencies is examined and particular attention is paid to the role of branding for the recognition of tourist destinations. The relationship between branded and unbranded 'goods' or services is illustrated especially in times of economic recession. Good branding enables tourists to fully appreciate the destination so that it is not only a 'tourist place' but also a 'tourist experience'. The 'brand pyramid' illustrates the methodology of brand building for a particular tourist destination. Phases that are important in the branding process are highlighted. Examples of good practice in destination branding in the world and in Croatia are presented. By conducting qualitative primary research with using in-depth interviews in the city of Crikvenica, which is considered one of the places with the longest tradition of tourism in Croatia, an attempt is made to identify its image, tourist potential and recognition factors. Based on the results of the research, innovations in the brand concept of the city of Crikvenica are proposed.