A display apparatus comprising: a communicator configured to receive image data of an image, brightness information of the image and reference tone mapping curve, the brightness information being received by the display apparatus in a form of metadata; a processor configured to generate a tone mapping curve by using the brightness information and the reference tone mapping curve, and to apply the tone mapping curve to the image data, to provide tone mapped image data; and a display configured to display the image based on the tone-mapped image data, wherein the tone mapping curve includes a linear region extending from an origin of the tone mapping curve to a knee point of the tone mapping curve and having a slope set to a ratio of a maximum brightness of the image to a maximum brightness of the display and maintained at the ratio for the entire linear region, and a non-linear region extending from the knee point to a point of the tone mapping curve corresponding to the maximum brightness of the display, wherein the processor is further configured to: generate the tone mapping curve by increasing a distance between the origin of the tone mapping curve and the knee point of the tone mapping curve when the maximum brightness of the display is greater than a maximum brightness corresponding to the reference tone mapping curve, as compared to a case in which the maximum brightness of the display is less than the maximum brightness corresponding to the reference tone mapping curve, and generate the tone mapping curve by reducing a distance between the origin and the knee point when the maximum brightness of the display is less than the maximum brightness corresponding to the reference tone mapping curve, as compared to the case in which the maximum brightness of the display is greater than the maximum brightness corresponding to the reference tone mapping curve. a communicator configured to receive image data of an image, brightness information of the image and reference tone mapping curve, the brightness information being received by the display apparatus in a form of metadata; a processor configured to generate a tone mapping curve by using the brightness information and the reference tone mapping curve, and to apply the tone mapping curve to the image data, to provide tone mapped image data; and a display configured to display the image based on the tone-mapped image data, wherein the tone mapping curve includes a linear region extending from an origin of the tone mapping curve to a knee point of the tone mapping curve and having a slope set to a ratio of a maximum brightness of the image to a maximum brightness of the display and maintained at the ratio for the entire linear region, and a non-linear region extending from the knee point to a point of the tone mapping curve corresponding to the maximum brightness of the display, wherein the processor is further configured to: generate the tone mapping curve by increasing a distance between the origin of the tone mapping curve and the knee point of the tone mapping curve when the maximum brightness of the display is greater than a maximum brightness corresponding to the reference tone mapping curve, as compared to a case in which the maximum brightness of the display is less than the maximum brightness corresponding to the reference tone mapping curve, and generate the tone mapping curve by reducing a distance between the origin and the knee point when the maximum brightness of the display is less than the maximum brightness corresponding to the reference tone mapping curve, as compared to the case in which the maximum brightness of the display is greater than the maximum brightness corresponding to the reference tone mapping curve. generate the tone mapping curve by increasing a distance between the origin of the tone mapping curve and the knee point of the tone mapping curve when the maximum brightness of the display is greater than a maximum brightness corresponding to the reference tone mapping curve, as compared to a case in which the maximum brightness of the display is less than the maximum brightness corresponding to the reference tone mapping curve, and generate the tone mapping curve by reducing a distance between the origin and the knee point when the maximum brightness of the display is less than the maximum brightness corresponding to the reference tone mapping curve, as compared to the case in which the maximum brightness of the display is greater than the maximum brightness corresponding to the reference tone mapping curve.