The authors aim at highlighting the role of tourism destination image in creating its own brand,identifying the main steps needed to ensure success. A brand has no borders and should fight to have a word,symbol image in the minds of consumers. But the branding, it becomes difficult to apply in practice. Tourismproduct is a special case, especially since it’s like the service, intangible. Country brand is organized aroundthe tourism and the economical potential of that country. So the country brand is organized around tourismand economic potential of that country. Brand means ideas, feelings, values, combinations of words orimages. If you could choose one word to explain the term "brand", it would be "identity". Just try this withwhat the nation wants to be the brand: the discovery of a country's identity.