Case Study

Marriott Hotels & Resorts

Marriott International, Inc. is a leading global lodging company with more than 6,700 properties across 130 countries and territories, reporting revenues of more than $22 billion in fiscal year 2017. 

The company that began as a nine-seat A&W root beer stand is recognized today as a top employer and for its superior business operations, which it conducts based on five core values: put people first, pursue excellence, embrace change, act with integrity, and serve our world.

Faced with the complexities that come with growth, Marriott sought help with its brand architecture strategy. One of their global agencies engaged The Blake Project to think through the intricacies. Through our process we guided them in determining:

  • The logical, strategic and relational structure of the Marriott brands
  • How many levels of branding should exist
  • What types of brands exist at each level
  • How brands at different levels relate to each other, if at all
  • Decision rules for creating new brands
  • Which brands’ identities are dominant and which ones are recessive