Although the concept of branding has been applied extensively to products and services, tourism destination branding is a relatively recent phenomenon. In particular, destination branding remains narrowly defined to many practitioners in destination management organizations (DMOs) and is not well represented in the tourism literature. Consequently, this study has three goals. First, it attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. Second, it seeks to refine and enhance the definition of destination branding (acceptable to and understood by tourism destination managers) to more fully represent the complexities of the tourism product. Third, and most importantly, it seeks to improve our understanding of current destination branding practices among DMOs. The findings indicate that although DMO executives generally understand the concept of destination branding, respondents are implementing only selective aspects of this concept, particularly logo design and development.