Chapter 4 Branding Strategy for Specialist Tourism Products Neven Seric and Mate Perisic Abstract Branding strategy is very complex on the field of specialized tourist products. Each specialized tourist brand need to be more differentiated on the global market. Applying of the branding concepts to the touristic business could be different from product to product. But few of them treat in a wider sense branding strategy toward the brand management. Choosing a right branding strat- egy for the brand management is paramount for achieving a substantial growth that ensures a steady future development of the national income of tourism. Some specialized tourist products are nearby crowded tourist route, some others are far from there. The branding strategies for each of them need to be different. Specialized tourist product is a promise for a kind of the magical vacation, sometimes on very attractive destination. Branding strategy needs to interact with the brand identity of such destination. It is suggested the evaluation of the brand from the standpoint of the marketing strategy. Right branding strategy of the specialized tourist product is the only way for the commercialization on the global market. The main premise of such brand is creating added value for the specialized tourist product. For that reason the right branding strategy has become the biggest intangible asset of the tourist brand. If tourist has not enough time to search for exact tourist product, he judges it by its brand. It is very difficult for a brand to convince tourist what to think about. The paper deals with issues that define how branding strategy can protect and preserve the integrity of the specialized tourist brand through the effective evaluation of the brand implied by the chosen N. Seric (*) University of Split, Split, Croatia e-mail: nevseric@inet.hr M. Perisic Plovput d.o.o. Split, Split, Croatia A. Papathanassis et al. (eds.), Cruise Tourism and Society, DOI 10.1007/978-3-642-32992-0_4, # Springer-Verlag Berlin Heidelberg 2012 39