Rosewood Hotels and Resorts is considering a new brand strategy in an attempt to increase their multi property guest stays, revenues and cross selling rates. However, the company needs to do so without the expense of possibly diminishing the powerful brand image and strategy of their existing properties. Rosewood has built a customer value proposition on a core set of philosophies, as well as, strategic and marketing plans designed to create their unique competitive advantage through differentiation. Adding a corporate branding strategy would diminish previous efforts and be detrimental to Rosewoods’ intended objectives and goals of increasing profitability and customer lifetime value.
Introducing a corporate branding strategy would significantly conflict with Rosewood’s existing strategic plan and current philosophy of “Sense of Place.”(Rosewood) The Sense of Place philosophy is reflective of the company’s mission statement and strategic plan. The Rosewood mission statement, as stated on the company website is, “To be recognized and respected as the consummate operator of ultra-luxury hotels in desirable destinations throughout the world.”(Rosewood) This philosophy has enabled Rosewood to grow for 25 years and has allowed the company to build a highly regarded, global reputation with its line of iconic luxury hotels. The company’s purpose of creating and operating luxury hotels and resorts unlike any other in the world, is designed in such a way to create value for its customers through a commitment to “unique, one-of-a-kind, luxury properties.”(Rosewood) The individual brand collection strategy currently employed is what spurred and created the competitive advantage that distinguishes and differentiates Rosewood from its corporate, cookie-cutter, competition, including Four Seasons and the Ritz-Carlton.
The iconic hotels are “Trophy properties so distinctive, each could thrive on its own name, without any corporate identification.”(Dev,Stroock) The...
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