Answer: A - Marriott International has a number of different hotels named Courtyard by Marriott, Residence Inn, and Fairfield Inn in what is termed individual branding. Individual branding is used by companies when their products or product lines differ significantly in performance or use. In this example, the different Marriott International hotels target individuals of markedly different economic segments and business statuses. Middle-class vacationers are different than business travelers or high-end consumers. Individual branding may require the use of different marketing strategies for each brand, given the disparity in target consumers.
What is an individual branding strategy?
Individual branding, also called individual product branding, flanker brands, or multibranding is a branding/segmentation strategy where products are given brand names that are newly created and generally not connected to names of existing brands offered by the company. Thought Marriott members may disagree here!
