A brand is a product, a service or a concept with a unique and recognizable identity that differs from others in the industry. Customers associate specific characteristic of a brand name and appearance with certain attributes, such as value, quality and taste. The concept of brand is closely associated with the concept of rebranding, which is a marketing strategy that implies creation of a new appearance or impression for a selected product or company. Due to changing trends and customers’ demands, all hotel companies eventually face the need to rebrand. Precisely for such reasons, Maistra Hospitality Group from Rovinj rebranded the Hotel Panorama to the Zonar Zagreb Hotel by purchasing part of the shares of HUP Zagreb at the beginning of 2023. Based on the conducted research, it can be concluded that the hotel has enriched the tourist offer of the city of Zagreb with a completely different concept, and by rebranding it has created a new target group - the generation Z and millennials, as well as an adequate offer and facilities for those customers, but also new opportunities for the existing target group. Those include events during business congresses, providing quality accommodation with an exquisite design and gastronomic offer to athletes and tourist groups as well as external customers, who are frequent users of the hotel’s services. Also, a significant challenge of a rebranded hotel is the issue how to adapt to the needs and personal preferences of the target group and external users while at the same time maintaining its own identity and original idea.