This report was published as part of USAID/Jordan Economic Growth through Sustainable Tourism in Jordan Project (JTD III) in 2014. The assessment intended to set the foundation and methodological framework for the continued development of a brand identity for Aqaba as an international tourism destination. This report provides a detailed analysis along with recommendations for reviewing the current brand efforts for Aqaba and assessing Tourism product’s competitiveness and marketability. It also offers recommendations and approach for developing, promoting and positioning Aqaba’s new brand and messages. This report concludes with discussing a recommended brand refresh process.