Brand development in Hospitality industry is of great importance, primarily because of the market penetration and the strategic positioning and management of the Hotel on the market. Great brand development leaves a great, long lasting impression on the guests and customers so they know what to expect when choosing certain brand. Guests are becoming more demanding and it is getting harder for the Hotels to fulfill all the expectations so the focus is on the guests more than it ever was. Branding is more than just a logo or a phrase, it is becoming a strong, valuable asset to every company. Great Hotel brand can sustain a great financial boost and prosperity. Main topic of this Bachelor Thesis is to show how to create a successful brand that has a positive impact on the business development on the example of Tru by Hilton Hotel brand. Tru by Hilton is a brand that allows guests to take no compromise when choosing between fun, consistent and affordable stay at the Hotel which is simple, spiritual and based on the values of a greater brand – Hilton Hotels.