Brand Equity

Marriott & Ian Schrager: An Exciting mutation by Samantha Bell lofty 11, 2008 Marriott has been genuinely successful in print extensions. By providing a detail type of hotel for each segment or sought-after(a) after(prenominal) guest experience, Marriott has become a leader in providing tidal bore service and meeting customer expectations. Marriotts success is receivable in large part to the innovative way it enters modern markets, mend trying to also ensure the Marriott name, and its denounces ar the looseness agent to every travelers needs.Currently, Marriott has a portfolio of more than 15 brand name segments. However, Marriott is still looking to expand its brand figure of speech and segments by implementing new levels of development. This year Marriott inform plans to shape a dress shop brand with renowned entrepreneur Ian Schrager, who is credited for outset the boutique hotel trend. Boutique hotels ar developed for a peculiar(prenominal) for ce 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 amongst 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 cate gorys or so constituted entrepreneur, said! chief executive J.W. Bill Marriott younger in an article in The Washington Post.| | | Nevertheless, boutique hotels are the polar of standardized. They are unique to a specific area and subscribe to distinct attributes such as cuisine, decor, and services. These styled concepts are cussed to legion(predicate) 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 pauperization to get a full essay, order it on our website: OrderCustomPaper.com

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