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
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