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Best Western International (BW) is striving for global brand leadership in the broad, worldwide, mid-scale lodging market. Management must decide how best to strategically position the Best Western (BW) brand in an increasingly competitive lodging environment. There is also the need to provide direction and connection to BWI''s affiliates and members worldwide to ensure that marketing and business success in different markets is not isolated and random. How to achieve this goal presents management with many marketing, branding, and organizational challenges. This case is appropriate for both graduate marketing courses and executive education programs. The case is well suited for a graduate brand management course or executive program. The issues addressed in the case make it useful either as an introductory brand management case or as a comprehensive summary case. The case addresses such issues as value delivery, customer analysis/marketing research, brand equity, positioning, global branding, and brand extensions, among others. The case is also well suited for a graduate marketing management course when used in the session covering brand management.