This work examines the issue of the relationship between the state's identity and image, with a special emphasis on its brand management with the purpose of sustainable economic, social and economic development. State branding is extremely complex and encompasses several dimensions, it is connected with marketing but also with international relations and public diplomacy. The paper analyzes the branding of the Republic of Croatia through various roles and fields, including politics, diplomacy, economy, culture and tourism. A special focus is placed on the theoretical determinants of the concept and definition of determining national identity and image, and finally its management with the aim of pointing out the importance of strengthening national identity for the sake of overall well-being in the country (economic, economic and cultural).