The paper deals with the topic of branding, exeplified by the islands of Cres, Mljet and Rab. The Adriatic coast is one of the most indented coastlines of the world. Croatian islands are considered to be an extremely important tourism destinations of the country. Global trends, such as globalization and technology development, are leading to ever-growing competition in the market. In order to achieve competitive advantage, it is necessary to distinguish itself from the competition, and the process of branding is the way in which it is realized. By branding a destination in tourism, multiple benefits are achieved, regarding the image of destination. Branding projections are long-lasting and require effective implementation. In order for the branding process to be successful, it is necessary to develop branding strategies. Implementation of the branding strategy of the destination is lead by the destination management and includes the public and private sector stakeholders. The aim of this paper is to highlight the significance and potential of branding Croatian islands based on selected examples. Using the relevant literature, the results of the research, conducted by interviewing experts, within the tourist communities of the mentioned islands and the analysis of selected statistical indicators, the potential and importance of branding of Croatian islands has been proved. The research contribution stems from the conclusion that a strategically driven branding process becomes a prerequisite for a year-round tourist visit.