Abstract: This case describes the process that New Century Hotel Group builds its brand value and the confusions it faces. In the 1980s, New Century Hotel Group started from an individual reception hotel, suffered the industry reshuffle, and finally created its own brand with the times. To build a famous international hotel brand, New Century Hotel Group is advancing in exploration through timely expanding and digging the cultural connotation of national brand. In the recent 30 years, New Century Hotel Group have expanded to foreign markets, and established a top brand of integrated hotel chain group of China, gradually became one of the top 50 global hotel groups. However, during the process, New Century Hotel Group also faces with challenges as well as confusions in brand management, such as its unclear brand separation and weak brand premium ability. The brand value building practice of New Century Hotel Group not only promotes the enterprise a bright future, but also brings reference and consideration for the industry and the national brand management.

Keywords: Main-subsidiary brand strategy, Brand value positioning, Brand core value, Brand personality