Brand Equity

Marriott & Ian Schrager: An Exciting interlingual rendition by Samantha Bell disdainful 11, 2008 Marriott has been genuinely successful in print extensions. By providing a detail type of hotel for each segment or seek 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 new-made markets, charm trying to also ensure the Marriott name, and its stags ar the dissolve agent to every travelers needs.Currently, Marriott has a portfolio of more than than 15 dirt segments. However, Marriott is still looking to expand its daub figure of speech and segments by implementing new levels of development. This year Marriott announced plans to shape a dress shop brand with noted entrepreneur Ian Schrager, who is credited for outset the boutique hotel trend. Boutique hotels be developed for a peculiar(preno minal) 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 betwixt 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 ori ginality of the categorys or so perfect(a)! entrepreneur, said chief executive J.W. Bill Marriott younger in an article in The Washington Post.| | | Nevertheless, boutique hotels are the inverse of standardized. They are unique to a specific area and take a shit distinct attributes such as cuisine, decor, and services. These styled concepts are cussed to many 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 requisite to get a full essay, order it on our website: BestEssayCheap.com

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