Brand Equity

Marriott & Ian Schrager: An Exciting sport by Samantha Bell prideful 11, 2008 Marriott has been genuinely successful in print extensions. By providing a detail type of hotel for each segment or loss after(prenominal) guest experience, Marriott has become a leader in providing tidal bore service and meeting customer expectations. Marriotts success is due in large part to the innovative way it enters new markets, fleck trying to also ensure the Marriott name, and its vanes ar the breakup agent to every travelers needs.Currently, Marriott has a portfolio of to a greater extent than 15 target segments. However, Marriott is still looking to expand its tick figure of speech and segments by implementing new levels of development. This year Marriott denote plans to shape a dress shop brand with noted entrepreneur Ian Schrager, who is credited for outset the boutique hotel trend. Boutique hotels atomic number 18 developed for a peculiar(prenominal) force field or demographic in a conventionalised way. They are commonly referred to as lifestyle or number hotels. Marriott is now partnering with Schrager to develop a boutique brand called Edition, with plans for one hundred dissimilar Edition properties.However, will developing a boutique brand with a large corporate entity, like Marriott, create disparity between the concept of the boutique hotel and what the boutique brand stands for?

The scale of this brand requires the reach, resources and expertise of a global histrion like Marriott, while the innovation necessary calls for the experience and originality of the categorys or so sodding(a) entrepreneur, ! said chief executive J.W. Bill Marriott younger in an article in The Washington Post.| | | Nevertheless, boutique hotels are the frigid of standardized. They are unique to a specific area and hire distinct attributes such as cuisine, decor, and services. These styled concepts are cussed to some(prenominal) traditional and standardized Marriott property themes. When you go to different brand segments owned by Marriott, you know what to expect at each...If you want to get a full essay, order it on our website: BestEssayCheap.com

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