The purpose of this study is to analyze and specify the characteristics of servicescapes in the hotel industry and its role when building a brand. Further, the aim is to put forward how Management in this sector strategically utilizes the location to manage the staff in order to help build a strong lasting brand. To fulfill our purpose we have targeted one overall question - What purpose does servicescape have when building a solid brand name in the hotel sector? In today’s society brands play an integral part in influencing our buying behavior and are now considered to be a new business tool to communicate a business trough. Also services have become a widespread phenomenon, which is seen as a competitive tool not only for companies in the service sector. The literature regarding brands are more often using production companies as examples rather than service companies, which is why we found it interesting to make clear how service brands develop, keeping in mind the dynamics and intangible aspects. This study has been taking on a qualitative method as the idea was to gain a deeper understanding about the subject. The empirical material has been gathered from seven interviews with respondents holding important knowledge either about the hotel sector or brand management. The material has made out the basis for our analysis and final conclusion which you will find in the last chapters of this thesis. Keywords: Brands, Servicescape, Service Management, Interaction and Meetings.