The strategic management of Brand Equity in emerging markets

Research has consistently demonstrated a significan t relationship between Brand Equity and desirable organisational outcomes. More recently, there has b een a call for researchers to develop a framework for identifying the specific organisational resourc es and capabilities required to strategically manag e Brand Equity internationally – especially in China. This paper presents an analysis of Marriott’s entr y into the Chinese market for high quality hotel acco mmodation with a particular interest in the resources and capabilities that the company develop ed to effectively manage their Brand Equity in that context.