•Develops a multi-disciplinary measure of the brand signature construct.•Results indicate that brand signature includes dissemination of its dimensions (brand name and brand logo).•Recognised brand attitude with two components (i) brand association and (ii) brand belief.•Identifies brand awareness components (i) brand familiarity, and (ii) brand recognisability.•Understanding the determinants that affect brand signature to manage global hotel brand reputation and performance. This paper develops a multi-disciplinary measure of the brand signature construct by means of literature review and primary data analysis. This study explains that brand signature involves (i) endorsement of consistent consumer attitude toward diffusion of a brand name and brand logo (consists of typeface, design, and color); (ii) the expression and pursuit of a distinct message and the quality of the organization to consumers as well as consistency in communication; and (iii) the implementation, support, and maintenance of hotel brand signature systems based on the use of online/offline media. SEM is employed in order to test the proposed model. The results indicate that brand signature includes dissemination of its dimensions; brand attitude with two components (brand association and brand belief); brand awareness consists of brand familiarity, and brand recognisability; and consistency in brand reputation and prefaced by hotel brand performance implementation. Brand signature is recommended as a tool useful for the service industry to manage their global hotel brand reputation and performance.