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The dissertation offers a new method of structuring tourist brands and of building reputation of the respective tourist destination via the entire brand communication. The method presents how brand identity could be achieved not by using marketing analysis of current perceptions, but using an in-depth research following steps in a formula. By telling the brand story we are developing in the customer’s mind the image we desire; and the use of myths/legends could offer the contagious brand story and develop the character of a brand personality. The proposed innovative method is verified in brand structuring of Bulgaria (national) and Sofia (city and regional) brands and it is the know-how in structuring and personification of the tourist brand of every national, regional or city tourist destination. It provides the utmost development of the resource potential and managing the product and the image of the destination, combining not only the structuring, but also positioning and managing the brand througout the entire brand life cycle via an Art Plan of the brand peronality. The dissertation also provides examples why in biulding tourist brands the conventional branding model is not working, what the structure of the brand is, the brand as an element of importance, added in the functioning tourist system – the model of Gunn (1994); pracical examples how the function of the brand “managing the product of the tourist destination” works, etc.
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