In today's world each item, idea or services have legal safety, including the brand. Brand is the "emotional connection" with the brand name, but also a guarantee of success. It is therefore necessary to put the brand into the legal aspects. Brand is very important in the service sector, especially the hotel industry, which is an activity based on the confidence of clients. Brand in the hotel industry considers the guarantee premium services, so it is advisable for every company that develops branding. Brand is legally protected stamp (trademark), or a sign that can be represented graphically and is suitable for distinguishing goods or services of the same or similar kind in economic transactions. In Croatia, branding is still developing, but it is crucial to the success and development of tourism. And that is why tourism, by primarily branding, as economic activity can be extended to the whole country, not just on the coast.