我的購物車 (0)
我的帳號資料
我的訂單紀錄
我的學校教授
我的學校課程

[ Tips ] 一分鐘使用導覽

搜尋 
請輸入欲查詢之關鍵字
 
  進階搜尋
依主題瀏覽 
依商品類型瀏覽 
依出版日期瀏覽 
依作者瀏覽(姓) 
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
V
W
Y
Z
銷售排行榜 
 您所選取的商品項目

> The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

商品編號: 9-518-081
出版日期: 2018/02/03
作者姓名:
Avery, Jill;Dev, Chekitan S.;Stroock, Laure Mougeot
商品類別: Marketing
商品規格: 28p

再版日期: 2019/09/23
地域: Asia;Europe;North America;United States
產業: Accommodation & food services;Tourism services;Travel
個案年度: 2016 -  2017

 


商品敘述:

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott''s global brand officer, was charged with making sense of the brand portfolio and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She would need to decide whether and how to prune brands from the portfolio, whether and how to combine brands through dual-branding and or sub-branding strategies, and whether, where, and how to use the Marriott parent brand to endorse the remaining brands.


涵蓋領域:

Brand management;Brand portfolios;Branding;Brands;House brands;Marketing;Marketing strategy;Mergers;Mergers & acquisitions;Service management;Strategy


相關資料: