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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： 27p 再版日期： 2020/10/01 地域： Asia;Europe;United States 產業： Accommodations;Travel and tourism industry 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：
Branding;Marketing strategy;Mergers and acquisitions;Service management
相關資料：
Case Teaching Note, (5-520-112), 21p, by Jill Avery, Chekitan S. Dev
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