Branding Transformation Through Social Media and Co-creation: Lessons from Marriott International

Branding has shifted from brand as a resource owned by the firm to brand as a collaborative activity co-created by the firm and its stakeholders. Using a single case study approach, this paper uses Marriott Hotels International, to explore how Web 2.0 has transformed the landscape of brand management. It aims to uncover how co-creation of brand value is being carried out between companies and consumers through social media. Wide-ranging secondary research data was reviewed and semi-structured interviews were conducted with Marriott managers. Findings suggest that past marketing and branding mantras of consistency and control are no longer relevant. Companies can co-create brand value by adopting a strategy that incorporates brand communities, brand stories and influencers in the co-creation of their brand narrative, in real time. This study contributes to furthering the understanding of branding theory and practice in the age of Web 2.0 and will be useful to managers in formulating future branding strategies and building their competitiveness.