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Marriott MultiBranding Strategy
Marriott International offers 14 hotel and resort brands, each suited for a particular traveler experience and budget. To illustrate, Marriott Marquis hotels and Vacation Clubs offer luxury amenities at a premium price. Marriott and Renaissance hotels offer medium- to high-priced accommodations. Courtyard hotels and Town Place Suites appeal to economy-minded travelers, whereas the Fairfield Inn is for those on a very low travel budget.
Companies can learn from this example, multibranding, which involves giving each product a distinct name, is a useful strategy when each brand is intended for a different market segment.
Couple of more examples are:
Cite this as:
YouSigma. (2008). "Marriott MultiBranding Strategy." From http://www.yousigma.com.
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