A hotel brand is the identity or name under which a group of hotels operates, creating a consistent image, service standard, and experience for guests. Many hotel brands are part of larger hotel companies (the "mother" company), which may own or franchise several different brands. For example, Marriott International (the parent company) owns multiple brands like Courtyard by Marriott and The Ritz-Carlton. In a franchise model, individual hotels are often owned and operated by separate entities (the "daughter" companies) but use the brand name, marketing, and standards of the parent company to maintain uniformity and customer trust across locations.