company called “Rosewood Hotels and Resorts”. Rosewood hotels have 12 distinctive hotels worldwide with a strong brand image that makes each property unique. The dilemma found in this case is whether to keep the current individual branding strategy or create a corporate branding strategy‚ without undercutting the distinctiveness of each hotel. To do so the following points will be covered: Recommendation on individual versus corporate branding strategies. Qualitative analysis considering pros and
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Rosewood Hotels & Resorts‚ L.L.C‚ was established in 1979 by the Caroline Rose Hunt Trust Estate. This collection of high end luxury hotels has up to 2004 implemented an individual brand/collection brand strategy built around the “sense of place” concept. This concept tailors their hotels to capture the local architecture‚ history and culture‚ differentiating them from corporate branded hotels. Despite Rosewood’s performance of having the highest average per room daily room rate and revenue‚ and
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Rosewood Case 1. Make an overview of the pros and cons of the tow different branding strategies (i.e.‚ individual branding and corporate branding) 1) Individual branding: - Each hotel and resort featured architectural details‚ interiors and culinary concepts that reflected local character and culture and defined Rosewood’s ‘Sense of a Place’ (each of the properties seeks to capture what is unique about the given location). - Some degree of flexibility and creativity
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Brand Strategy 2A Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932 “From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism Brand Strategy 2A Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932 “From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism
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Why is Rosewood considering a new brand strategy? What is the key issue that prompted them to rethink their brand strategy? Rosewood is considering a new brand strategy‚ because the individual branding strategy is not responding their objectives any more. Rosewood’s new president and CEO‚ John Scott is considering a new strategy to boost the company’s growth. The management team thinks that it is the right time to establish Rosewood as a corporate brand. A known corporate brand name will encourage
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from the 5% rate experienced during the last year. MARKETING SITUATION Problem situation: Rosewood brand was muted‚ not very well known but it was not clear what is the best corporate branding strategy without destroying the value of each individually branded hotel and loosing a customer. A new branding strategy proposing an increased customer profitability and lifetime value is needed. Company. Rosewood is a 25 years old luxury private hotel management company having 12 hotels in different countries
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Part 4: Recommendation for Rosewood to improve CLV The fundamental Idea behind Customer Lifetime Value is to maximize profits per customer. While Rosewood does have loyal customers‚ these customers are limited to the one unique destination Rosewood hotel as they do not identify with Rosewood brand. Whereas the Rosewood strategy for individualistic properties based on the local area‚ local history and local staff has been successful in bringing in customers‚ it has failed in retaining customers.
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SUMMARY 1 II. SITUATION ANALYSIS 2 a) Economic Environment & Industry Trends 2 b) Organizational & Political Environment 3 c) SWOT analysis for Rosewood 5 III. PROBLEMS FOUND IN SITUATION ANALYSIS 6 IV. STRATEGIC ALTERNATIVES 9 a) Corporate Branding 9 b) Individual Branding 11 c) Selective Corporate Branding 12 PROPOSED BRANDING STRATEGY - SELECTIVE CORPORATE BRANDING STRATEGY 13 SUMMARY 15 APPENDICES 16 I. EXECUTIVE SUMMARY Rosewood Hotels
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VASU Marketing 741 SECTION 1 Executive Summary Rosewood is battling with a ‘brand identity’ crisis. While it has maintained a low-key brand image till date (by adopting the individual brand strategy)‚ the potential of a ‘corporate brand recognition’ in a long run seems alluring. Based on the customer life time value analysis‚ customer perception analysis‚ and after analyzing customer needs‚ we recommend the following: 1. Rosewood should adopt the corporate brand strategy through a ‘smooth transition’-
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Rosewood Hotels & Resorts: Branding to increase profitability and lifetime value BACKGROUND Rosewood Hotels and Resorts is a private hotel management company established in 1979 by the Caroline Rose Hunt Trust Estate. It is a well known company in the luxury hotels market which owns 17 iconic properties in 7 different countries (http://www.rosewoodhotels.com/en/the_company/). The first hotel was The Mansion on Turtle Creek in Dallas; afterwards the company expanded its “collection of unique
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