Mark Ritson on Branding: Have You Got the Gen X Factor?

Marketing, April 25, 2007 | Go to article overview

Mark Ritson on Branding: Have You Got the Gen X Factor?


There is a fine line separating too many brands from too few. If companies are lazy with the brand shears they end up with the marketing confusion and poor economies of brand exemplified by General Motors and its overgrown brand architecture. In contrast, if firms are too conservative with brand creation and acquisition, they end up with the risk-averse culture and limited market penetration illustrated by Kodak.

The secret is to be somewhere in the middle. The fewer the brands, the better, but you have to make sure there are enough to target all the valuable segments in the market. So it is always interesting when a savvy company such as Hyatt decides to create a new brand. The hotel operator recently announced it would launch a hotel chain named Andaz in September. Personally, I would have followed in GE Life's footsteps (Marketing, 18 April) and named the brand 'Tonight'. Alas, this time the Indians have triumphed: the name means 'personal style' in Hindustani.

Andaz's parent company, Global Hyatt Corporation, is no stranger to brand creation. The firm already owns and operates seven distinct hotel brands. But on closer inspection, these existing brands - Park Hyatt, Grand Hyatt, Hyatt Regency, Hyatt Resorts, Hyatt, Hyatt Place and Hyatt Summerfield Suites - are all clearly aligned as sub-brands of the parent. Andaz, in contrast, will take only a shadow endorsement from the Hyatt brand and will be very different from its portfolio brethren.

Hyatt is positioning Andaz as an unpretentious upscale brand that offers 'casual elegance' and 'local identity'. Hyatt chief executive Mark Hoplamazian said in a statement that Hyatt's customer base was looking for fresh, uncomplicated luxury that is timeless and gimmick-free. 'Our launch of Andaz is based on demand expressed by both consumers and developers for a product and experience that they have not found within the industry,' he said.

Andaz is squarely aimed at the maturing Generation X market. Gen X'ers are now evolving from their grungy 20th-century adolescence and rapidly becoming the major market segment for business travel. Like all great demographic segments, they demand alternative brands to those patronised by their parents - the baby boomers - especially when these boomers continue to stay in these hotels into their retirement. It is a classic dynamic targeting problem - you can't have the fathers and the sons staying at the same place. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Mark Ritson on Branding: Have You Got the Gen X Factor?
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.