Coastal cities have huge potentials for tourism, which can help improve conditions for tourism. Therefore, branding for urban tourism destinations is of vital importance. These destinations attempt to gain wider support in social, environmental, and management domains, and to determine the branding management strategies of destination for the development of tourism in their region. This calls for identifying factors invovled in determining the optimal management approach. Therefore, this research was conducted to determine the sustainable branding management approach to coastal tourism destinations by exploring their determinatns in Bushehr port using a descriptive-analytical and mixed method approach. The statistical population consisted of 60 managers and experts and the tested sustainable brand indicators were used for the study. Also, in this paper, the resource-based approach in sustainable branding of Bushehr port is defined as a set of assets and potenteials used to identify and address existing threats and opportunities. The research findings confirm the determinants of the tourism brand management approach in Bushehr port based on awareness-raising, understanding, loyalty, advantage, identity, and economic and strategic quality of brand together with the "value", "rarity", "inimitability", "irreplaceability" and " "internal capacities" factors. Moreover, given the tendency of local people and the government for the economic development of Bushehr province, especially Bushehr port, and the quantitative and qualitative research conducted in this city, it seems that Bushehr port has capacities for participatory, development-oriented and community-oriented management. Therefore, informed by the results of this research, the optimal management approach for this area will be the one driven by resource, cooperation and community.