This research paper takes the position that branding and brand loyalty have become an important part of modern day business marketing. Accordingly, consumer perceptions, brand image, and market research are all important components of developing continuous brand image. The development of brand loyalty has a direct impact on today’s marketability and viability of a service or product in today’s competitive market. Brand loyalty has been considered to be the repetition of consumer purchase behaviour under the conditions of the consumer’s sensitivity to a product as on of the more prevailing trends in global hotel marketing. Other viewpoints describe brand loyalty as having an attitudinal measurement . Brand performance has several aspects: quality, price, credibility, value, trust, and consistency. suggested that core brand trust and brand image functions have a key role in developing consumer loyalty and is characterised by high involvement of the organisation in service quality. The ability of an organisation to hold onto a market position is highly based on its ability to gain new customers while retaining old customers. This research explores key performance indicators of brands as they impact consumer loyalty in the hotel industry. This is done by looking at the theories behind brand performance, which include market signalling theory as well as brand identity and brand image. The research examines the efficiency of internal operations of organisations as they impact brand consistency. These components are interrelated with evidence for consumer patronage and consumer loyalty, based on various factors that will be explored as being relative to building (or diminishing) consumer loyalty. The dissertation will utilise secondary research as a literature review to establish the components and relationships between brand identity, consumer loyalty, and brand strategy. The ultimate goal of this research is to describe how consumer’s build expectations and perceptions regarding a particular brand image and how consumer loyalty to a particular hotel can be managed through brand strategy.