<p>This study explores how hotels can develop effective branding value-creation strategies to secure competitive advantages. By addressing gaps in the existing hospitality literature, this study aims to deepen the understanding of branding from the perspective of hotel employees. The study utilizes data collected from 597 hotel employees to examine the branding value creation process. The study reveals that brand personality, a core attribute, indirectly impacts organizational culture, brand equity, and visual identity by shaping brand identity. In addition, brand culture, brand equity, and visual identity are mediating factors that strengthen the connection between brand identity and brand value. Notably, the results underscore that employees' alignment with the hotel brand orientation significantly enhances value creation. This employee-focused strategy supports sustained brand value creation, adding practical implications for managers aiming to reinforce brand alignment and competitive differentiation.</p>