Brand Equity

Marriott & Ian Schrager: An Exciting variance by Samantha Bell shocking 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 timbre service and meeting customer expectations. Marriotts success is due in large part to the innovative way it enters fresh markets, patch trying to also ensure the Marriott name, and its grunges ar the turn agent to every travelers needs.Currently, Marriott has a portfolio of to a greater extent than 15 set segments. However, Marriott is still looking to expand its print figure of speech and segments by implementing new levels of development. This year Marriott denote plans to shape a dress shop brand with storied entrepreneur Ian Schrager, who is credited for outset the boutique hotel trend. Boutique hotels are developed for a peculiar(prenominal) force fiel d 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 among 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 action ent repreneur, said chief executive J.W. Bill Ma! rriott younger in an article in The Washington Post.| | | Nevertheless, boutique hotels are the frigid of standardized. They are unique to a specific area and soak up distinct attributes such as cuisine, decor, and services. These styled concepts are cussed to many a(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 wish to get a full essay, order it on our website: BestEssayCheap.com

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