The thesis deals with destination branding, its foundations, specifics and its creation and development. The aim of destination branding is to shape and foster a destination's identity based on already existing destination attributes. This identity is then communicated to target audiences in a consistent, prominent and attractive manner, thus positively influencing a destination's image which in turn can influence the intent to visit the destination and its competitiveness in general. Along with communicating the brand, destination branding includes implementing the brand in the destination itself. This includes communicating with the local residents, forging partnerships with stakeholders and changes within the destinations which aim to turn the brand proposition into reality. In the theoretical review the terms destination brand and destination branding are explained, as well as related terms such as place brand. Furthermore, the specifics of destination branding are explained, as well as the goals that it aims to accomplish. The process of developing and managing a destination brand and activities related to it have been given special focus. In the theoretical part of the thesis, destination branding is also depicted in the example of Czech Republic. The aforementioned country is also the focus of primary research. The aim of primary research was to explore what kind of image that country has among the respondents in the Republic of Croatia. Do they feel there are other attractive destinations in that country besides the capital Prague, do they recognize certain positioning determinants of its destination brand and how do they rate the logo and slogan of that country's destination brand. The primary research was conducted on a sample of 103 respondents using a survey questionnaire.