Executive Summary “Rosewood Hotels and Resorts” is considering a branding strategy to drive growth. The President & CEO‚ John Scott as well as the VP of marketing and sales‚ Robert Boulogne are considering 2 options; namely * Carry out corporate branding effort to create an umbrella brand‚ linking all of their individual properties and increasing cross sales and retention rate * Introduce a reward system to encourage customers of one location to visit other Rosewood properties. The
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Rosewood Hotels Case Analysis A private hotel management company‚ Rosewood Hotels Resorts with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York was a muted brand‚ not into advertising and known mainly to hotel professionals. John Scott‚ the company’s new president and CEO‚ & Robert Boulogne‚ vice-president of sales and marketing were considering a new brand strategy in order to establish ‘Rosewood’ as a true brand and to encourage guests who stayed
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Overview 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
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Rosewood Hotels and Resorts Rosewood Hotels and Resorts L.L.C. is faced with a marketing dilemma; they want to increase multi-property guest stays with out diminishing the current brand images of their existing properties. In order to increase awareness of the other properties to those who are currently loyal to particular estates‚ Rosewood has considered adding a corporate brand title to all of its properties. The problem lies in whether or not this will “cheapen” the experience for those who
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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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Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value Background: Rosewood Hotels & Resorts are a private hotel management company for 25 years‚ headquartered in Dallas - Texas which have a global reputation of having unique luxurious hotels and properties. As of 2003‚ Rosewood had 12 hotels worldwide. 115‚000 unique guests stayed at Rosewood hotels. Major competitors are Ritz Carlton‚ Four Seasons‚ St. Regis‚ One & Only and Mandarin Oriental hotels under corporate
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Rosewood Hotels and Resorts is considering a new brand strategy in an attempt to increase their multi property guest stays‚ revenues and cross selling rates. However‚ the company needs to do so without the expense of possibly diminishing the powerful brand image and strategy of their existing properties. Rosewood has built a customer value proposition on a core set of philosophies‚ as well as‚ strategic and marketing plans designed to create their unique competitive advantage through differentiation
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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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Luxury hotel segment is getting more competitive. Rosewood Hotels & Resorts have been competing in this segment more than 25 years with its distinctive individual hotel brands. On the contrary‚ guests want to see one unique brand‚ same quality and service at every hotel that they stay under one corporate brand name. One corporate brand strategy help companies increase their retention rate‚ make multi-cross selling and have loyal repeat buyers. Guests also tend to tie the brand of hotels that they
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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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