Hotel management is an important segment of tourist activity because it provides services that are necessary for the formation of a tourist product. Hotel services are provided in facilities called hotels. Hotels tend to be distinguished in the market and fight for their unique position in the eyes of their consumers. In modern business, branding has become a strategically important instrument of marketing policy on the supply side, but also the driving force of demand, on the other hand. In the hotel industry, the brand has become synonymous with the level of quality and it is on the basis of the brand that guests distinguish hotels. Therefore, a hotel is considered to be only an accommodation facility until it is known as the bearer of a particular hotel brand. This paper analyzes the example of the Stories brand, Croatian Unique Hotels - a common hotel brand of the Group of Unique Luxury Hotels.