As the rise of tourism industry, and the rapid development of hotel industry in China, we are eager to learn how different hotel brands operate there. This research focus on the study of top management team leaders and service brand value in hotels, where we also discuss the issues such as institutional context, human resource practices, service culture, and employee service behaviour. The research was conducted using a qualitative approach, and samples are selected from international brands, regional brands, and local brands. The purpose of this research is to investigate how different hotel service branding will be influential on top management team leadership and how it eventually leads to employee service behaviour. Results reveal that different service brand value has huge impact on top management team leadership, human resource practices, service culture, and promoting employee service behaviour, and moreover, institutional context also act as an important role in this research.