In contemporary market conditions every country has to compete for its part of customers, tourists, investors, students, events. Accordingly, great attention is paid to marketing and communication and branding as its integral parts. In this paper country brand is explored from the tourism aspect as a destination brand or, in other way, from the aspect of the way the countries have formed and
... [Show full abstract] designed their brands in order to attract as many tourists they can. One of the fundamental aspects of brand is its identity, visual and verbal concretization created in order to identify and differentiate itself from its competitors. Brand identity elements are logo, slogan, colors and ways of their implementation. In this paper the best country brands from each continent and country brands which are specific or different from other will be presented and discussed according to the Future Brand research for 2010, which ranks the country brands from the whole world. Country brands are analyzed in terms of their design, whether brand design contains formal state symbols like flag, emblem and anthem, or it has elements to which the brand 'wants' to be associated with. The comparative analysis of selected brands is done and should point out the importance of building strong country brand identities for countries as tourist destinations.