(1) Value-added There is no doubt that brands are valuable, and hotels can continuously make profits in the process of brand management. Coca-Cola is one of the most successful enterprises in brand operation so far, and was rated as the most valuable brand in the world by Business Week in 24. Its brand assets have soared to $67.39 billion, and Coca-Cola's original raw materials are only extracts of American coca leaves and African cola fruits. Similarly, the brand value of the ethnic hotel "Jinjiang" in China is as high as 11.489 billion yuan, ranking 4th in the "China 5 Most Valuable Joint Venture Brands List" and 4th in Shanghai. When Holiday Group sold its world-famous holiday brand to British Bath Company, its brand value was $1.98 billion. Although hotel brands have high value-added space, the return on brand investment is uncertain, and the success of operation has a direct impact on brand value. Some brands are worth more than one million, while others are worthless. As a hotel manager, if you don't pay attention to adjusting the brand and product structure according to market changes, it is likely to devalue the brand. (II) Exclusivity From a legal point of view, a brand is a trademark, which shows the ownership of the trademark, such as registration, use right, ownership and transfer right. Once a hotel brand is registered or patented, other hotels or enterprises may not use the brand to engage in commercial activities without authorization. This is the exclusivity of hotel brand in the legal sense. At the same time, the exclusiveness of hotel brands has more profound market significance. There may be such a phenomenon in hotel management: as long as one hotel introduces more popular dishes or entertainment facilities, other hotels will imitate them in a very short time, and the advantages of the founders will soon disappear. Brands, on the other hand, are different. Once a good brand is recognized by customers, it will form brand loyalty, which invisibly strengthens the specificity of the brand, which is difficult for competitors to imitate. Even if competitors design similar brand logos (in fact, registered brand logos are protected by law, and imitating the brand designs of other hotels will lead to legal disputes under certain circumstances) and provide similar services, they can't take away loyal customers. A successful hotel brand is closely combined with its market positioning and corporate culture, representing all the guests' experience of the hotel, which is beyond the reach of other hotels. Especially after the hotel brand has a certain popularity and reputation and forms a word of mouth, exclusivity is more obvious. (3) Culture Every hotel brand has its own unique personality and cultural connotation. After centuries of development, the hotel industry has evolved from an inn that provides simple accommodation services to a "home away from home" for travelers and an important local social place. Since the 199s, even some small hotels with limited service have evolved into mid-range hotels that provide food, such as Comfort Inn, Hampton Inn and Holiday Express Inn. More and more service functions have given hotel brands different cultural characteristics. For international hotel groups, in the process of enterprise internationalization, it is necessary to absorb regional cultures from different places to meet the needs of local markets. In hotel brand building, we must pay attention to the cultural differences reflected by different types of hotel brands. For example, budget hotel brands often show friendly and approachable cultural characteristics, such as "clean as the moon, warm as home" home inns; Luxury hotel brands are noble, luxurious, elegant and steady, such as Four Seasons and Ritz-Carlton. (4) Emotional factors are very important in the relationship between emotional brands and customers. It is the brand's personality and attitude that attracts customers and maintains a large number of loyal customers. In fact, the creation of excellent brands is a process of making a lot of emotional investment: firstly, brand awareness is established through a large number of advertising, public relations and other marketing means, so that customers can initially know and understand hotel brands in the marketing bombing; Then make a difference in service quality and hotel characteristics, and establish a high reputation among the target customers, which should be the result of enhanced popularity, emotional management and special service. Customers not only know the brand, but also find that they have the same or similar value orientation. Finally, customers have trust in the brand and have many purchases, thus establishing brand loyalty on the basis of brand recognition and becoming loyal customers of the brand.