AND RESORTS CASE Strategic issues and problems: 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. 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
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particular lifestyle perception. As such‚ we believe the credibility and authenticity of our brand expands our potential market beyond just athletes to those who desire to lead an active‚ healthy‚ and balanced life. • Psychographics The brand aims to appeal to the consumer that values a high quality of life‚ peace and self improvement. Most consumers that identify with their brand are yoga and sports lovers who value innovative sportswear without compromising great
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References: • Alina Wheeler: Designing Brand Identity‚ Wiley (2009) • Bhatia S.K‚ Meenu Ranjan Arora: Saraswati Business studies‚ New edition‚ Class XII‚ Saraswati House Pvt • Gerald Zaltman‚ Lindsay H. Zaltman: Marketing Metaphoria:What deep Metaphors Reveal About the minds of consumers‚ Harvard
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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
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terms of positioning and marketing of this product. The product needs to be communicated as a light‚ rich‚ fun beer and targeted at a different audience that entails women. In addition to the fact that this option might cause conflict in terms of the brand image being a macho rough beer brewer‚ using it doesn’t solve the problem for Lightship if Lightship is going to be kept in the market offerings. Another option the research team considered was repositioning
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the major role of products is for invidious distinction to inspire envy in other through the display of wealth. Brand loyalty: According to Jacoby and Kyner (1973)‚ brand loyalty incorporates both an attitude and behavioural aspects to describe consumer’s overall buying behaviour within a product class. Brand loyalty can be describes as a consumer’s preference to buy a particular brand name in a product class‚ to make frequent purchases than comparable nonloyal customers‚ and to be more unlikely
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Q1.Select any brand and evaluate brand extension strategy followed by the company Ans: Brand Extension can be defined as the usage of an established brand name in new product categories. In other words‚ it is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but for a new product category. This new category to which the brand is extended can be related or unrelated to the existing product categories. Brands use this as a strategy
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acquiring new land. 2) It is a risky investment since the new product market is very unfamiliar to the company. The market‚ competitors‚ consumer preference‚ even the climate is unfamiliar for the company. 3) The launch of cheap wine may hurt the brand image of the luxury line. Consumers may feel less prestigious if they suspect that the grapes are not attended to as well as before‚ because the new winery took time away from taking care of the traditional land. Consumers may also suspect that the
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Republic. Keep in mind Ann Taylor was never a person like Elizabeth Taylor. Ann Taylor is only the brand identity. 2. Using Porter’s five forces model‚ identify the key issues in the competitive environment that affect ANN and its rivals. Identify and evaluate the competitive forces that shape the industry structure. (pg 99 4.8) Ann Taylor uses Brand Identity as the top determinant of entry‚ the brand itself resembles prestige‚ wealth‚ and more of a high society look. Ann Taylor also developed
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and equipment are required in the manufacturing of these products. Potential entrants would be reluctant to invest as these equipments are expensive and cannot be used in another industry. As well as customers might tend to have brand loyalty and it is hard to encourage brand switching especially in terms of food items. The specialized assets make it harder for new entry into the market but inversely make it harder to leave as well‚ because assets are so specific they are very hard to sell and so firms
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