This paper presents some observations about the book 'Destination Brands - Managing Place Reputation', edited by Nigel Morgan, Annette Pritchard and Roger Pride. It also exposes and comments on different aspects of this book which is so far the most complete and comprehensive work on the topic of destination branding translated into the Serbian language. Cities, regions, states, nations and even whole continents are actively competing in promoting destinations (through various integrated marketing communication channels) - all to the end of developing positive associations with a particular destination to be visited. A country image has a profound effect on tourism, i. e. tourist visits to certain destinations. Since the image is considered as one of the key factors in the decision of tourists to visit a destination, its importance in the tourism industry is huge. Therefore, all the touristically developed countries and those that aspire to become so, care a lot about improving their image. This is why one of the most important areas of research is the destination management and the creation of a destination image. Many authors in the field of destination branding present various methods to evaluate the possibilities of certain cities to become brand names. In essence, these methods do not differ much and are reduced to the following segments: infrastructure development (land, rail, waterway and air transport), rich historical heritage, natural environment, education, cultural and sports facilities, urban infrastructure, municipal environmental conditions etc. The holistic branding means that everything, from the trademark, through design, to the implementation of marketing programs, processes and activities is seen as permeable and interconnected. Holistic marketing and holistic brand management recognize that 'everything matters'. Relationship marketing, integrated marketing, internal marketing and marketing of corporate social responsibility are the components of holistic marketing.