Brands have become the central organizing principle for most hospitality organizations, guiding every decision and every action. They make up a large part of the market value of many successful companies. While making money remains the end, managing brands successfully has become means number one. Many hotels and restaurants globally are affiliated with multi-unit brands, and hospitality branding is a global phenomenon for at least three reasons: the customer’s desire for a predictable product and service experience, economies of scale in advertising and distribution, and market power in negotiation with suppliers, high-value buyers, and developers.