Rosewood Hotels & Resorts
1. What are the pros and cons of moving from individual brands to a corporate brand? Read carefully the case and make a list of the pros and cons of maintaining the Individual Branding strategy or changing to a Corporate Branding strategy. Use the following table to summarize your findings.
| |Individual Branding |Corporate Branding | |Pros |No additional marketing expense |Widens customer’s list to Ultra Luxury resorts | | |Things remain as they are. Steady market |Increase revenue from new customers | | |Less burden/less risk financially and on all employees (stress) |Able to compete in luxury market | | |No loss of identity |Better stock options | | |Felexibility to offer customers what they want, instead of what |Less liability | | |Rosewood brand determines |Ability to offer cross hotel packages | | | |Awareness of higher brand | | | | | | | | | | | | | | | | | | | | | | | | | |Cons |Loss of Revenue from additional customers. |Additional Investment and Risk | | |Competitors get upper hand on the market |Additional training needed for staff | | |Less variety in amenities |May lost customers not used to the brand and perhaps reluctant to try a| | |Loss of repeat customers |luxury brand | | |Less service options for guests | | | |No nationwide/worldwide recognition | |
. What would you recommend to Rosewood Hotels & Resorts?
It is my opinion that the corporate office should move forward with the branding strategy, however, there are a lot of aspects, beyond the financial reward, that would need to be further analyzed prior to proceeding with the rebranding.
It is also important to note and determine what would the benefits of the rebranding of the company. It is obvious that the financial gain is the ultimate reward; however, what are the other advantages of rebranding? Rebranding would allow the hotel to compete with other luxury, better established,...
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