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 |
| | | |
| | | |
| | |... [continues]
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