What is a hotel brand? How to build a successful hotel brand?

Brand is the connotation of a hotel, which must be based on the hotel's positioning (grade, scale, customer base). It is the core consumption content provided by a hotel to customers, and it is also the image of a hotel in the hearts of consumers. For example, the brand of hotel is service, the brand of service is the best, and the core of their hotel is service. Or the brand of hotel B is comfort, or the core competitiveness of hotel B is his decoration, the best comfort of his room and so on. This is my current level of understanding of hotel brands.