Despite being one of the most well operated corporations in Thai Nguyen, Hoang Mam hotel still does not establish and develop its brand effectively. This hotel recently has to compete with more than 200 competitors in tourism and hospitality area, which brings numerous challenges to Hoang Mam. In order to grow stably in this market, Hoang Mam hotel needs to make great effort in improving its quality and expanding its brand name widespread. This research analyzes the process of building Hoang Mam brand from 2011 to 2015 by collecting its customers' evaluation on Hoang Mam brand name's value, which will help Hoang Mam managers assess the actual situation of its image then give out solutions and strategies to develop it more effectively.