Marriott International has a number of different hotels named Courtyard by Marriott, Residence Inn, and Fairfield Inn in what is termed ______________.
A. Individual branding
B. Family branding
C. Hospitality branding
D. Regional branding
E. Foreign market branding
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 status. 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.