Some franchisors choose to market their umbrella of brands, such as Choice Hotels International. For example, consumers will see TV commercials for Choice Hotels rather than Choice’s individual brands. “Through our research and media mix modeling it became very evident that the multibrand marketing approach is really the most effective for us,” said Alexandra Jaritz, senior VP of brand strategy and marketing for Choice. “It makes sense, right? You’re pooling a lot of dollars and really making the best possible media buy and thereby driving the best incremental (return on investment) you can.” On the other end of the spectrum, InterContinental Hotels Group executives have decided their individual brands should carry the most weight. They choose to advertise Holiday Inn, for example, as opposed to the umbrella approach. Get the full story at