FN ISI Export Format VR 1.0 PT J TI Concept and Development of a new Brand in the Hospitality Industry AF Beganovic, Zinela AU Beganovic, Z AB Today in the competitive environment, more and more hotels cooperate together under a brand to have stronger competitive advantage. However, not every hotel can be a member of a brand; it should fulfil some affiliation criteria. Moreover, a new developed brand has a range of communication tools to promote and create attention on the market. The focus of this individual bachelor thesis is to show the differences between branding and e-branding. Furthermore, it examines which type of media, classical or the new marketing media are more appropriate to introduce and communicate a new hospitality brand on the market. At first the thesis begins with the theoretical analysis, which is gained from secondary data. As a second step, expert’s interviews were applied to gain practical information which type of media is more useful when doing branding. The results of practical and theoretical research were finally combined to present recommendation for a new brand of Fred Tschanz Management AG. ER