One of the most dynamic and creative sectors of international tourism during the past three decades was represented by the international promotion. In their search for innovative approaches that could attract vast fluxes of tourists, many destinations have bid on national and regional promotional brands based on characters, places, or buildings promoted through movies and TV series. This ensured a global-wide distribution and endorsement of the brand, given the already existent media content. One of the most notorious tourism brands based on fictional works is represented by Dracula and its various derivations. Benefiting from a constantly expanding coverage on entertainment channels, Dracula became widely popular and strongly associated with Romanian territory. However, its capitalization by institutional and private tourism actors often lacks synergy, due to the low integration of spatial features. This is due mostly to a biased approach and appropriation of the brand at local level. While several explanations for this lack of synergy were provided, to this date very few solutions were provided. In this paper we used an original cartographic approach combining the spatial distribution of Dracula attractions and online data regarding tourist behaviour in order to set up a decision-making toolkit for the enhancement of brand management. The results confirm the existence of a spatial pattern in the distribution and differentiation of Dracula attractions which, consequently, affects the overall tourist behaviour and satisfaction. The results also highlight a slightly different reality from the typical routes of Dracula tours and the location of iconic Dracula heritage. The capitalisation of the fictional character, for example, is highly connected with the spatial dependency to Transylvania region and its cluster of numerous historical attractions. Based on the main findings, the paper addresses several recommendations for national and regional actors in order to upgrade the tourism management of Dracula image. Keywords: thematic maps; Dracula; tourism brand; dark tourism; online visitor reviews.