Grand Dafam Rohan is a four-star hotel with shariah concept in Yogyakarta. This research aims to describe the branding strategy carried out by Grand Dafam Rohan as an Islamic hotel in Yogyakarta. This also becomes the main focus of the issues discussed in this research. The method used in this research is qualitative research with a descriptive approach which is done through in-depth interviews, study documents, and observations. There are 4 aspects that become the reference of the researcher in describing branding strategies, namely; the brand concept, planning process, implementation, and evaluation conducted by Grand Dafam Rohan. The results of this research reveal that Grand Dafam Rohan has not been able to position its hotel as a shariah hotel to maximize the process since it has not yet determined the equity of its shariah brand. However, the management already do branding process from planning to implementation. Besides, imperfection branding becomes at evaluation stage. They have not done a particular evaluation yet.