The main purpose of this thesis is to show the importance of a tourist brand, as well as the importance of applying tourist destination branding practice through strategic management. The value of a brand and quality brand management are considered to be one of the main competitive features of a destination in today's tourist offer. A brand is a set of several factors that need to be developed and managed in a quality way in order to develop a strong and recognizable tourist brand. One of the biggest benefits of creating a tourist brand is the fact that tourist brands not only promote a destination in Croatian market, but also in foreign markets. The thesis consists a theoretical and an empirical part elaborated on the basis of the defined problem. Theoretical part is based on literature from the fields of marketing, tourism and tourist destination marketing and is focused on marketing management of tourist destinations as well as the importance of the process of branding. Additionally a special emphasis is placed on the term tourist brand which is applied in order to reveal and highlight some specific attributes of a certain destination and in that way make it recognizable and different from others. The research on Slavonija shows the importance of creating a tourist brand or, in other words, it shows the influence of a tourist brand on tourist destination success. The results obtained in the research indicate the direction of development of Slavonija as a tourist destination.