Rosewood

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

- Powerful tool to differentiate Rosewood Properties from competitors

- each property marketed itself under its own brand name in addition to

- individual brand can be very powerful

- participating in Rosewood-related advertising

- low awareness of the corporate brand

- brand-wide usage among guests and was an untapped asset

- customers are not making the connection between the corporate brand and the individual brand

- difficult to position a collection of properties in an increasingly crowded field of luxury operators

- it limits their market

- people do not tend to visit other properties of the same corporate brand

2) Corporate branding:

- status symbol

- global data warehouse

- higher cross-property usage

- less connected to the individual aspect of the hotels

- resistance of local managers to adopt the corporate brand

- fear of managers to lose their autonomy

- stimulate multi property guest stays and increased effectiveness of frequent-stay programs

- increased marketing costs because then they also have to promote the corporate brand

- need to ensure a perfect product/service performance consistent across all properties

- co-op owners don’t immediately see being part of a corporate brand as something positive, they