The main goal of this paper was to show the strength of Croatia's brand, by analyzing different indexes that rank a country’s brand. Analyzing those indexes allowed the use of different sources, all of which have different focus and methodology, and using the results of that analysis to try and get an idea how strong and recognizable Croatia’s brand is in the world. Branding is a widespread practice in this day and age, and it can be applied to both locations and whole countries, owing to the fact that a recognizable brand holds a lot of advantages for a country. A powerful brand ha both economic and political benefits, so it represents a big opportunity for a country that understands the process of creating an image and representing itself on the world’s stage and continues to work on perfecting it. Croatia still has an untapped potential in the field of branding itself as something more than just a recognizable tourist destination, which was show by the results of index analysis. The main strength of Croatia’s brand lies in its tourism sector, and should that sector for any reason experience certain difficulties, the whole brand is exposed to weakening. The strongest country brands have built their image on numerous strong foundations, and they dominate in a lot of various societal operations. For that reason, it is important to continue working on Croatia’s brand, and use that big tourist draw to expand and create new aspects of the brand, just as the best ranked countries have done.