Main purpose of this graduate thesis is to explain process of rebranding a hotel brand. There is a scarce amount of literature about rebranding in hotel industry that covers the entire process. More and more hotel brands want to revive and refresh existing hotel brands, while some hotels want a completely new beginning, in order to build a new positive image on the market. If hotel brands want to survive on the competitive market, attract targeted market segments, and have a long life span, rebranding is a necessary tool in managing a hotel brand. The thesis presents the term hotel brand, what makes a hotel brand competitive on global and receptive touristic market and trends in branding and rebranding in hospitality. Furthermore, in this thesis it was talked about integrated hotel product, hotel brand as a promotional tool of integrated hotel product and the entire process of creating a hotel brand. The thesis also presents theoretical aspect of rebranding in hospitality and it presents the entire process of rebranding a hotel brand. For the purpose of writing an empirical part of the thesis, the benchmarking analysis of hotel brand „Solaris Beach Resort“ was conducted, mision and vision of the new hotel brand „Amadria Park“ was introduced and SWOT analysis of hotel brands „Solaris Beach Resort“ and „Amadria Park“ was written. Interview was conducted with the representative of „Amadria Park“ in order to understand and learn how the process of creating the brand „Amadria Park“ was done. Results of survey research were presented and in the end of the empirical research, a short review was given. Analysis of the results indicates that more people prefered their stay in „Amadria Park“ rather than their stay in „Solaris Beach Resort“.