On the global tourist market dominated by the demands of tourists and competition among hotel companies is increasing, it is necessary the creation of a hotel business strategy based on the concept of brand building. The role of the brand becomes more and more important when a potential tourist is making a decision on choosing a hotel in which he will be staying on its tourist itinerary. On the other hand, the brand crates a value that brings financial gains to a hotel company and is becoming a powerful tool for creating competitive advantages or creating strategic weapons for safe business. The brand has a multiple advantage of a potential tourist and hotel business. This final thesis is dealing with branding in hotel business and its appliance in a particular hotel. The hotel logo should create a picture of a hotel in the minds of potential tourists that will fulfil their expectations. Building the identity of hotel companies creates a picture that affects the perception of a potential tourist in a hotel facility. The label has a special significance in the service sector, such as the hotel industry, due to the specificity of the service being purchased in one place and being realized in a completely different place. Brand in the mind of a potential tourist should create a picture of a hotel that provides quality service and offers its guests a tourist experience. The purpose of this research is to emphasize the importance of building brands in the hotel industry for the success of a hotel facility, as well as hotel industry as a whole, making tourist destinations better positioning on the tourist market. With the theoretical aspect of brand analysis, this paper gives a concrete example of application of hotel marking. There are also the results of the research that enabled visitors to get acquainted with the behaviour of tourists when choosing accommodation capacities. The main goal of the research was to determine the motives and attitudes of tourists on marking, as well as the influence of hotel chains on tourist attitudes of hotel selection and the importance of standardization.