This final paper clarifies the concept of destination management for branding the city or destination and how the branding of the city can affect the development of the economy. In addition to destination management, the definitions of management in general and strategic management are also clarified, which is necessary in the formulation process of a particular strategy. After the theoretical part of the work in which the branding process was clarified, an exploration of a good practice of the branding of Istria as a region was shown in the research part. In addition, the current offer of the town of Vinkovci was analyzed as well as the potential of the destination branding. SWOT analysis was done as well as deep interviews with representatives of cultural local institutions. The urban vision of the town "My Vinkovci 21st Century" was also represented. For the purposes of writing this paper, primary and secondary sources of data collection have been used. Deep interviews were used as primary sources, while secondary sources were collected based on the relevant literature from the observed area.