As a result of an increasing number of tourism destinations with similar attributes such as impressive nature-based sceneries and diverse types of cultural heritage, offering related tourism products, tourism destinations come under extreme pressure to rejuvenate or even reinvent themselves in order to differentiate themselves from their competitors. This work defines how, using what activities and with which tools it is necessary to brand an island tourist destination – Island of Lošinj, in order to contribute to be more recognized as a tourist destination. This work will also determine a general state of the tourist offer of the Island of Lošinj as an island destination – Island of vitality, research which services and activities of the Island of Lošinj should be branded in order to prolongue the tourist season during the whole year and also analyze which tools are most efficient in branding the Island of Lošinj as an island tourist destination. Branding of the tourist destinations should be developed on the specific and unique island cultural and geographical elements, but also its island identities. Most of the Croatian islands has enough resources for creating competitive tourist brands based on its natural and cultural resources, but there are very few attempts to brand Croatian islands. Contribution of this work is in its theoretical part which will explain the key terms and features of branding an island tourist destination and it will also, in an empirical way, show the branding of the Island of Lošinj as an island tourist destination. Besides mentioned, by doing a study and finding the key elements of branding the Island of Lošinj, this work will try to give guidelines for potentional branding of the Island of Lošinj in the future.