The study of the brand image of a tourism destination includes not only the area of marketing, but also a range of other disciplines, given their importance in the management of the destination. The theme is addressed in this way, in order to demonstrate the need for a clear definition of the image of the destination, and the subsequent creation of its brand. The study used bibliographic reviews and research carried out recently in tourism destinations, to understand the image of the locale. The managers of tourism destinations and tourism organizations need to have a clear idea of the image of their destination, and in particular, to recognize the importance of research both on the part of visitors, and those Who are instrumental in forming the image of the destination. The analysis of image enables the destination to be managed so that it will meet the expectations of the visitors, residents and organizations, promoting its development and enabling it to survive in the competitive market. Key words: Image; Brand; Tourism Destination; Destination management; Marketing.