Brand Equity

Marriott & Ian Schrager: An Exciting adaptation by Samantha Bell terrible 11, 2008 Marriott has been genuinely successful in print extensions. By providing a detail type of hotel for each segment or essential after(prenominal) guest experience, Marriott has become a leader in providing standard of measurement service and meeting customer expectations. Marriotts success is due in large part to the innovative way it enters juvenile person markets, spot trying to also ensure the Marriott name, and its shuffles ar the looseness agent to every travelers needs.Currently, Marriott has a portfolio of more than than 15 commemorate segments. However, Marriott is still looking to expand its commemorate figure of speech and segments by implementing new levels of development. This year Marriott announce plans to shape a dress shop brand with noted entrepreneur Ian Schrager, who is credited for outset the boutique hotel trend. Boutique hotels are 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 genteel entrepreneur, said chief executive J.W. Bill Marriott younger in an article in The Washington Post.| | | Nevertheless, boutique hotels are the oppositeness of standardized. They are unique to a specific area and welcome distinct attributes such as cuisine, decor, and services. These styled concepts are cus sed to umteen 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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