The current study attempts to explore the phenomenon of Polarizing brands and brand dispersion in the context of destination brands. The study attempts to understand the parameters that shape the perceptions of consumer towards a particular destination. Brand knowledge determined by the existing brand image and brand awareness is proposed to be responsible for extreme consumer perceptions regarding destinations. But at the same time we also propose that the polarization of a particular brand also depends on the motivation for tourism and thus may vary depending on the motivation. Thus the relationship between brand knowledge and polarization is moderated by tourism motivation. The study is divided into 2 studies, study 1 follows a survey and interview approach. Study 2 is a scenario based experiment to test the moderating effect of travel motivation on polarization. This study is one of the few studies exploring the issue of polarizing brands and also to the best of our knowledge it is the first one to explore polarizing brands in the context of tourism. Marketers (Destination Marketing Organizations (DMO)) can utilize the findings of this study to understand polarization and exploit this consumers' perception by using measures to polarize the destination brand in a positive manner.