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Rosewood Hotel Cltv Analysis

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Rosewood Hotel Cltv Analysis

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  • May 2013
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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 | | | | | | | | | | | |...

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