The infrastructure of the hotel is important in the economy of Ukraine, the level of development of which depends on additional revenues to both local and state budgets. An effective international brand allows you to quickly overcome imbalances in certain market segments, replenish budgets at various levels, increase innovation, competition and create new jobs. The article discusses the scientific aspects of the brand's business on the topic of hospitality. The use of foreign experience in the hotel business, which is one of the ways to improve the efficiency of hotel enterprises in Ukraine, is studied. The mechanism of formation of the tourist brand of Ukraine is determined. It is established that you approach the formation of a positive image based on the promotion of your own brand. The stages of brand formation for the subject of the tourism industry are established. It is becoming clear that we need to focus our efforts not only on promoting goods or services in the market, but also on creating our own brand that can protect a company that competes with similar goods and services. The developed mechanism will help to systematize the process of creating a positive brand. In the current state of the travel services market, a stable competitive advantage should be to achieve differences for consumers from competitors by forming a set of measures to improve service quality and image of the company, strengthen its own brand, using a customer-oriented approach to customer service. The purpose of the article is to study the theoretical and practical principles of brand formation. Develop a mechanism for forming a hotel brand. The article considers the scientific aspects of brand formation. The strengths and weaknesses of Ukraine for the formation and development of the tourist brand have been studied. The effectiveness of the use of brand promotion methods is analyzed. The mechanism of brand formation is determined.