This Final Thesis deals with the basic features of the concepts of tourist destination and brand, and puts the concept of branding in the context of a tourist destination. In this case, all products and all services of all holders of the destination offer become elements of the brand. The branding process is becoming increasingly important in the tourism business due to the changing conditions of today's market with special emphasis on the intensified competitive relations between tourist destinations. The importance of building the identity of a tourist destination and the process of transforming the identity into the desired image of a tourist destination is growing. In order to elaborate on how to apply the elements and processes of branding in tourism, an example of excellence in branding a tourist destination is described: the city of New York. The chosen destination has grown into a brand - a world tourist metropolis of cult proportions - with a long-term visionary approach and perseverance over a period of 50 years.