Running a 5-star hotel is not only about building luxurious facilities or delivering flawless service, but also a fierce battle to create and protect a brand in the minds of customers. In the increasingly vibrant tourism and hospitality market in Vietnam, brand has become an invisible yet invaluable asset that determines the survival and sustainable growth of a business.

Building a 5-star hotel brand on a solid legal foundation
A 5-star hotel brand cannot just look good in the eyes of customers—it must also stand firm legally. Every element of brand identity should be protected from the start to create a foundation for long-term growth.

Brand name as the starting point of strategy
Many investors, when starting a hotel project, often focus heavily on design and operations but neglect the process of selecting and registering a brand name. This easily leads to duplication, rejection of trademark registration, or worse, lawsuits from third parties after the hotel is in operation.

From DEDICA’s experience, carefully researching the brand name before launching, followed by promptly filing a trademark application with the Intellectual Property Office, is a critical step in laying the legal groundwork for the hotel brand. Once the trademark is protected, businesses can confidently carry out marketing, franchising, and business cooperation without fearing legal risks.

Brand architecture built from stories, emotions, and legal certainty
A brand is not just a nice logo, a catchy slogan, or a sleek website design. For a 5-star hotel, the brand must be shaped by the story the hotel wants to tell—such as local-inspired luxury or “emotionally touching” service. From there, the entire communication system, staff training, and spatial design need to align consistently with this direction.

From a legal perspective, every element of brand identity—slogans, exclusive interior and exterior designs, architectural styles, menu sets, websites—can (and should) be registered under copyright or industrial design protection to prevent blatant copying.

Protecting the hotel brand – When law becomes a trusted “bodyguard”
The stronger the brand, the greater the risk of copying or exploitation. In the fierce competition of the hospitality industry, law acts as the silent “bodyguard” helping businesses maintain their position and protect their reputation against infringement.

Caution in every clause when franchising and cooperating
A common trend today is that many Vietnamese 5-star hotels partner with international brands or franchise as part of their expansion. In such deals, the franchise or management contract must be carefully drafted, clearly defining scope of use, trademark ownership, duration, confidentiality obligations, and dispute resolution.

Maintaining and developing the brand – Legal protection is indispensable
Protecting a brand is not only about lawsuits but also about strategies such as maintaining ownership rights, registering variations of logos when rebranding, etc. These are technical yet crucial steps to avoid losing brand ownership in the future.

Building and protecting a 5-star hotel brand requires the companionship of a legal team that understands the industry, the law, and business goals. At DEDICA, we not only protect trademarks but also safeguard your long-term vision and reputation.

📞 Hotline: (+84) 39 969 0012 (Support via WhatsApp, WeChat, and Zalo)
🏢 Headquarters: 144 Vo Van Tan Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City
🕒 Working hours: Monday – Friday (8:30 – 18:00)

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