Branding a tourist destination is a key element in attracting tourists, building recognition and creating a positive image of a tourist destination. Successful branding of a tourist destination involves taking the following steps: research and analysis of the destination, defining a unique selling proposition, developing a visual identity, creating a marketing strategy, cooperating with local communities and business entities, ensuring the availability of information, and monitoring and measuring success. Branding a tourist destination is a long-term process that requires consistency and adaptability to reflect changes in the tourist market. This process includes the participation of the local community, quality marketing strategies and continuous focus on creating positive experiences for tourists. The municipality of Rakovica is rich in numerous natural, cultural, historical and sports resources that are recognized by tourists. However, the identified resources are still not interactively connected into a unique tourist product with which the Municipality of Rakovica would present itself on the tourist market. Therefore, it is only in the future that the Municipality of Rakovica is expected to be recognized as a brand on the tourist market.