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The purpose of this work is to demonstrate how brand management strategies can influence consumers' perceptions of luxury brands. The goal is for managers to understand and identify their customers' internal motivations. In particular, to highlight the way the brand influences consumer behavior and demonstrate how a business can develop and manage a brand with such value that is able to influence consumer decisions. The paper approaches the hotel industry by examining luxury branded units of small or large size in conjunction with addressing the issue of consumer behavior. The last chapters attempt to link the brand with consumer behavior from a management perspective. Then, in Chapter 5, we examine the broader concept of a brand and the concept of brand equity in particular. In the following chapters, the brand management process is studied, with the aim of creating and maintaining brand value in order to have a positive impact on consumer perception.Methodology: In order to complete the purpose of this paper, a survey was conducted in February and March 2020. An online questionnaire was used to accomplish this task and the total sample consisted of 104 participants, all of whom were working or had worked in a branded luxury hotel in an administrative position. Findings: For most hotel businesses, a brand is a factor that encompasses a multitude of meanings, feelings, experiences and images and is a channel of communication with the consumer. It became clear that the brand itself, is the reason for buying a product or service, the brand has value as well as it adds value to the products and services it represents.