Twin Dolphin

Should a project carrying a Montage brand record Montage International or Montage Hotels & Resorts as the company behind the brand?

• Only Montage International is named as a companyMontage International's groundbreaking release describes "Montage International, the hospitality management company founded by Alan J. Fuerstman", which "features the ultra-luxury brand Montage Hotels & Resorts, the contemporary luxury hospitality brand Pendry Hotels & Resorts, Montage Residences, Pendry Residences". The two named brands are described as brands, not as companies.source ↗
• Montage Hotels & Resorts is a collection, and dates from before the parentThe same release describes it as "Founded in 2002, Montage Hotels & Resorts is an artistic collection of distinctive hotels, resorts, and residences", alongside "Pendry Hotels & Resorts, founded in 2014". Both predate the parent structure that now holds them.source ↗
• The brand axis already carries the distinctionMontage Residences Los Cabos records brand "Montage" and Pendry Residences Punta Mita records brand "Pendry". Recording the brand a second time as the company behind it would collapse the gap between the brand and the company that runs it rather than fill it.

ResolvedThe company that runs a brand is recorded against the brand, and the company above it separately — Marriott International against Marriott, Rosewood Hotel Group against Rosewood, Aman Group against Aman. Los Cabos previously recorded Montage Hotels & Resorts, a brand string, and now records Montage International, matching Montage Punta Mita and Pendry Punta Mita. The Montage and Pendry brands stay distinguishable in the brand field.