Originally Posted by
KRSW
I'm trying to think of a different industry with a similar arrangement and General Motors comes to mind. People DON'T generally think of the name "General Motors" when they think of Chevrolet or Cadillac. Yes, everyone knows they're part of GM, BUT GM isn't the first thing that comes to mind.
Having General Motors as the company name for several car brands (although fewer than in the past) provides a "family" identity. Customers start with Chevrolets, move up to Buicks when they're more affluent, and finally buy Cadillacs when they've "made it" in life. At least that's how General Motors wants it to be.
It's Cadillac by General Motors -- not Cadillac by Chevrolet.
And that's where Marriott has a problem with the image of Marriott. Yes, Marriott represents "a cut above the others." For decades, it's been seen as dependable, mid-market, and somewhat stodgy, due to its flagship Marriott Hotels brand and the limited service brands that are "by Marriott." I like Marriott a lot, and it's now much less stodgy than it used to be.
But still...
St. Regis by Marriott? Ritz-Carlton by Marriott? Luxury Collection by Marriott? Edition by Marriott? W Hotels by Marriott?
Sure, these brands don't officially attach "by Marriott" to their names, but there's a danger of "guilt by association" that's amplified if the loyalty program prominently features Marriott in its name and marketing. Starwood didn't have that problem (but it would have had it if the company had taken Sheraton as its corporate name and its loyalty program name).
Originally Posted by
KRSW
The only other example which immediately comes to mind is Disney. Theme parks, cruise lines, hotels/resorts, restaurants, TV networks, movie studios. They have them all AND they always have the Disney brand out front. I don't know of anyone who would say this is a weakness. Each mention of "Marriott" in conversations further embeds the brand in people's memories. I'm not sure why you'd want to dilute that.
Actually, Disney is an example of the opposite.
Even though the violent (and very adult) movie
Pulp Fiction was from a part of Disney, it did not carry the Disney brand. Disney owns ABC, most of ESPN, other cable networks, and various movie brands that never feature the carefully nurtured Disney brand out front.