Danas u svijetu svaka stvar, ideja ili usluga imaju pravnu sigurnost, pa tako i brand. Brand je „emocionalna veza“ s markom, ali i jamstvo za uspjeh. Stoga je potrebno i brand staviti u pravne aspekte. Brand je vrlo bitan u uslužnim djelatnostima, pogotovo hotelijerstvu koje je djelatnost zasnovana na povjerenju klijenata. Brand se u hotelijerstvu smatra garancijom vrhunske usluge, pa je poželjno za svako poduzeće da razvija branding. Brand se zakonski štiti žigom (trademark), odnosno znakom koji se može grafički prikazati, a pogodan je za razlikovanje roba ili usluga iste ili slične vrste u gospodarskom prometu. U Hrvatskoj se branding tek razvija, ali je ključan za uspjeh i razvoj turizma, koji se prije svega brandingom može, kao gospodarska grana, proširiti na cijelu zemlju, a ne samo na obalu.

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.