Q4 How do you feel about Marriot"s use of dual brand hotels?

How do you feel about Marriot"s

multi brand advertising campaign? Golden Rule’’? Are these good or bad solutions to the
company’s brand portfolio strategy dilemmas? What problem are they designed to solve?

Marriott made a wise strategic choice by using hotels under two brands. By pooling resources and
infrastructure between the two brands, dual brand hotels enable Marriott to provide a greater
selection of lodging choices to its patrons while simultaneously reducing expenses.

The ability of dual brand hotels to appeal to a larger range of consumer categories is one of their
main advantages for Marriott. In a dual brand hotel, for instance, there can be a Residence Inn on
one side and a Courtyard Marriott on the other. This enables Marriott to provide a practical and
cost-effective choice for both leisure and business travelers.

Marriott may be able to save money by using dual brand hotels. For instance, a hotel with two
brands may share a lobby, front desk, and other common areas. Marriott may be able to offer lower
prices to its clients as a result of these reduced operating expenses.All things considered, I believe
Marriott's utilization of dual brand properties is a good move. In addition to saving money, it enables
Marriott to provide its guests with a greater selection of lodging alternatives. Marriott's dual brand
hotels have demonstrated success in the following specific instances: Popular dual brand hotels for
both business and pleasure guests are The Residence Inn by Marriott Los Angeles L.A. LIVE and
Courtyard by Marriott Los Angeles L.A. LIVE.

Reaching a broad audience with Marriott's multi-brand advertising is a very effective strategy.
Through the exhibition of its varied brand portfolio, Marriott caters to a variety of consumer
demographics, including both luxury and budget-conscious tourists.

Along with being extremely well-executed, the campaign incorporates excellent films and photos
that showcase the distinctive qualities of each Marriott brand. Additionally, the campaign effectively
communicates the core values of the Marriott brand, which center on giving every visitor a first-rate
hospitality experience.

Here are some specific things that I like about Marriott's multi-brand advertising campaign:
o It is visually appealing and aspirational.
o It does a good job of conveying the overall Marriott brand message.
o It showcases the diversity of Marriott's brand portfolio, which allows the company to appeal
to a wide range of customers.
o It is well-executed, with high-quality videos and images.

Marriott's brand portfolio approach, known as "Golden Rule," is centered on forging distinctive
brand identities for every brand in the portfolio and then promoting each one to its intended market
niche. The following issues are intended to be resolved by this tactic:

Lack of brand differentiation: Marriott offers a variety of brands, ranging from luxurious to budget-
friendly. Marriott previously had trouble differentiating its brands, which resulted in consumer
misunderstanding and cannibalization.

Inability to reach any desired consumer segment: Marriott can potentially reach a wide range of
client categories due to its diverse brand portfolio. But in the past, Marriott found it difficult to get
its marketing messaging in front of all the key client demographics.
The Golden Rule strategy has been successful in solving these problems. By creating strong brand
identities and marketing each brand to its target customer segment, Marriott has been able to
increase brand differentiation and reach a wider range of customers.

Are they wise or foolish answers to the problems with the company's brand portfolio strategy?
Marriott has effectively addressed its brand portfolio strategy challenges with the use of dual brand
hotels, multi-brand advertising campaigns, and the Golden Rule.
Marriott has benefited from these solutions by:

Reaching a larger consumer base, cutting expenses, providing a greater variety of lodging options,
and clearly differentiating its brands
· In general, these solutions have assisted Marriott in strengthening its brand portfolio strategy and
growing as a business.

Here are a few instances of Marriott's Golden Rule approach working well:

 Business travelers are the target market for the Courtyard Marriott brand, which emphasizes
its practical locations, cozy lodgings, and useful services.
 Budget-conscious tourists are targeted by the Fairfield Inn & Suites brand, which emphasizes
its reasonable prices, roomy accommodations, and free breakfast.
 The Ritz-Carlton brand caters to affluent tourists, emphasizing the company's lavish lodgings,
first-rate service, and unique extras.