Bailey and Ball (2006) defined hotel based brand equity as “the value that consumers and
hotel property owners associate with a hotel brand and the impacts of these associations on
their behavior”. Prasad and Dev (2000) and later on, Forgacs (2003) found that extensive
strategies have been applied for the development and prolific growth of new branded hotels
over the last five years, worldwide. This overabundance of hotel brands has given rise to
severe confusion among customers according to the arguments of Gibson (2003), Olsen et al.
(1998) and Kim et al. (2008). Now it clearly demanded efforts to enhance and enrich the
specific knowledge related to hotel brand management, so that improved and better decision
making related to marketing activities could be recognized and practiced to stand high in the
crowd.