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Destination branding is a complex subject; not just because of its overlap between service, corporate and product branding but also because of the multiplicity of stakeholders, diverse customer base and product offerings. This exploratory study aims to study destination brand components and simplify the concepts and relative importance of each of the components. Through a detailed literature review a conceptual model is presented with taxonomy and brand components. This is followed by a quantitative study that tries to find the relationship between destination brand components to the tourist motives and the stage of decision making. Further research avenues are discussed.