Problemhow far can management go to develop consistent brand-wide performance standards while preserving the uniqueness and individuality of rosewood’s properties -will the move to corporate branding maximize customer lifetime value (cltv. Secondly, john scott, who is the director of acquisitions and asset management at a private real estate investment group and a rosewood board member, recognizes that rosewood brand has low recognition because individual brands do not display the rosewood brand prominently hence the corporate branding is an un-used asset that can be utilized to increase revenues. So in the rosewood case, we have the company’s current top management seeking to accomplish the strategic vision of a common corporate brand but there is clearly a distinct identity that is maintained by each of the hotels, where the long time mantra and guiding principle of the company has been the inspiring phrase: “a sense of place.
Analysis of corporate branding is based on three points, which include the need of corporate branding for rosewood, advantages and disadvantages of moving from individual branding to corporate branding and an assessment of corporate branding based on customer lifetime valuation (cltv) model.
Rosewood: brand management and corporate branding strategy the following report will describe and analyze the case of a private hotel management company called “rosewood hotels and resorts” rosewood hotels have 12 distinctive hotels worldwide with a strong brand image that makes each property unique.
With 20 properties currently, and 17 new hotel openings announced, rosewood hotels & resorts is an ultra-luxury brand operating a unique collection of one-of-a-kind hotels, resorts and residences internationally, with locations in north america, europe, asia, the middle east and the caribbean/atlantic. Rosewood is considering a new brand strategy 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 losing a customer.
“corporate branding is the practice of using a company's name as a product brand name it is an attempt to use corporate brand equity to create product brand recognition it is a type of family branding or umbrella brand disney, for example, includes the word disney in the name of many of its products other examples include ibm and heinz. As per appendix-a, rosewood corporate branding will increase per customer cltv by $8260/- detailed calculations of cltv are performed in excel spread sheet however it should be noted that above customer lifetime valuation is based on some estimates and expectations of management. Rosewood hotels & resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, was wondering how to foster customer rosewood hotels and resorts: branding to increase customer profitability and lifetime value | the case centre, for educators. Thus, i recommend the management of rosewood to adopt the corporate branding strategy even though it proceeds with the new brand strategy, rosewood should still emphasize on the uniqueness of each property and their “sense of place” strategy to keep its distinctiveness from other hotel chains.
Qualitative analysis considering pros and cons of each branding strategy quantitative analysis estimating the impact of rosewood’s corporate branding strategy on customer lifetime value (cltv) strategic issues and problems: the following report will describe and analyze the case of a private hotel management company called “rosewood hotels and resorts. Without corporate branding and also to appease the management of those 305rosewood case analysis for rosewood hotels to successfully move from the "00 without branding and $5 approach of individual branding to a collective strategy of corporate branding the most obvious and immediate pro to a corporate branding strategy is the projected increase in multiproperty stay guests from 5% to 10% such as the flagship location. Branding is creating a corporate brand identity imprinted on the minds of consumers, and this requires brand positioning and brand management brands are the tools with which companies seek to build and retain customer loyalty and branding often requires huge investment on advertising and a good marketing strategy.
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.