Work is mostly focused on branding concepts, defining tourist destinations and importance of branding in tourism and tourist destination branding. Introduction brings tourist destionation and branding concepts through history to present day, explaining key concepts, comparisons and analyzes different eminent authors and Croatia in this area. The research part is a analysis of the study of the sustainable cultural tourism development project in Ogulin, or the strategy for the development of cultural tourism and the branding of Ogulin as a Fairytale Homeland, which was made in 2007 and since then is being implemented. In addition to the analysis of the situation, the study offered and suggested the direction of branding the destination as well as the three new products that must be introduced in order to truly insure the destination as suggested in document. The paper analyzes the above-mentioned study from a critical point of view, keeping in mind the time it was made, the fact that time has elapsed since the beginning of its implementation, as in the meantime on the roof instances new strategies for tourism development in the Republic of Croatia were adopted. branding, tourist destination, branding of tourist destination, Ogulin, homeland of fairy tales, Ivana Brlić Mažuranić, fairy tales, cultural tourism