With Hyatt as the latest global entrant into the world of “soft branding,” the time is right to discuss the inner workings of this concept for hotel owners and operators.  Today, with Marriott, Starwood, Hilton, and Hyatt all playing in this relatively new arena, it is apparent that the concept of soft-branding is here to stay; however the jury is still out on how to best use this strategy to one’s advantage.