Northern Samar being a province of natural wonder has a lot to offer to tourists. In addition, its people, culture and tradition are also part of the attraction. Despite of its tourism potentials, Northern Samar is labeled as one of the unsafe places in Visayas because of the perception and news releases regarding the existence of New People?s Army(NPA) within the area. To address this negative perception, it is important to highlight the positive image of Northern Samar. Therefore, Destination Branding is an important concept in this study. Destination Branding is the marketing of tourist destination with its objective to promote and sell the attributes of the destination. This study focused on the effective branding of Northern Samar based on its current image that might require to be established, reinforced, or altered. Destination Branding was used to create positive identity about the province. The role of the Public Relation was also applied in the study to serve as guiding element in creating the positive image for Northern Samar. This study undergone branding strategy and used two different branding models. Moreover, the cognitive, affective and unique image was used which affects the overall image of the destination. A brand for Northern Samar was developed and analyzed which comprised important factors: the Brand Identity, Brand Personality, and Brand Statement. As a result, brand statement and slogan for Northern Samar was crafted, which contains all the data from the development and analysis of the branding strategy of Northern Samar.

Thesis (B.A. Communication Arts) -- University of the Philippines Mindanao