Tourist destinations around the world are striving to create a recognizable and differentiated brand in order to be competitive and in order to ensure a stable position on a market. They find the key to differentiation in process of branding that they develop through marketing activities on various elements of the brand, all in order to adapt to current market trends and gain an advantage over competition. Contemporary market trends require a multidisciplinary approach in the process of branding because the complexity of tourism demand requirements and expressed competitiveness of the tourism market have conditioned the search for innovative and sustainable solutions for long-term success of a destination brand. Those solutions need to be implemented creatively and coherently in the identity, image and values of a destination brand and they need to be adaptive to dynamic changes in the tourism market. The basic purpose of this work, ie the suggestion of the branding process concept for the destination Slatine near Split, is to unite knowledge about the role of resources, the branding process and market trends that would provide functionable and applicable solutions for this destination. A careful and detailed approach to the research of destination reveals the foundations on which a future brand can be built, formed, reconstructed and revitalized. The final concept is the result od detailed analyzes and methodologies that establish a modernized brand of Slatine destination which can by integrating potential tourist resources and developing specialized tourist products become a differentiated, competitive and recognizable destination brand.