How do hotel groups introduce their brand and position themselves as new market entrants? For the big guns, is the name alone enough to guarantee a successful opening season, or do they need to sow the seeds of brand awareness much earlier on? For new and smaller chains, what are the challenges in getting the positioning right from day one? Is it easy to simply become lost in a sea of unknowns all fighting for market share? Which brands work well in this region, and have any struggled to replicate the success in other markets from a branding perspective?