Marriott International offers 14 hotel and resort brands, each suited for a particular traveler experience and budget. To illustrate, Marriott Marquis hotels and Vacation Clubs offer luxury amenities at a premium price. Marriott and Renaissance hotels offer medium- to high-priced accommodations. Courtyard hotels and Town Place Suites appeal to economy-minded travelers, whereas the Fairfield Inn is for those on a very low travel budget.

Companies can learn from this example, multibranding, which involves giving each product a distinct name, is a useful strategy when each brand is intended for a different market segment.

Couple of more examples are:

• P&G makes Camay soap for those concerned with soft skin and Safeguard for those who want deodorant protection.
• Black & Decker markets its line of tools for the household do-it-yourselfer segment with the Black & Decker name but uses the DeWalt name for its professional tool line.

Cite this as:

YouSigma. (2008). "Marriott MultiBranding Strategy." From http://www.yousigma.com.