Rosewood Hotels & Resorts Essay

1756 Words Nov 28th, 2011 8 Pages
Rosewood Hotels & Resorts 1 Running Head: ROSEWOOD HOTELS & RESORTS

Rosewood Hotels & Resorts

Rosewood Hotels & Resorts 2 Rosewood Hotels & Resorts is a collection of unique, one-of-a-kind luxury properties that are individually branded with the purpose of capturing what is unique about a given location. This strategy has been successful but now management believes that branding the hotels as a collective will increase customer visits between properties. Question #1- Why is Rosewood considering a new branding strategy? In your answer consider the characteristics of the company, its competitive environment, customer base and its current marketing/branding strategy. Rosewood Hotels is considering a new branding strategy to increase
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Brand Standards

With individual branding an individual hotel manager can control the consumer experience. If that experience was exceptional they have a fantastic chance at having a repeat customer the next time they were in the area.

Commitment to unique, one-of-a-kind luxury properties

It‟s very easy to attain this goal when marketing individual properties. You can focus on the unique characteristics of individual properties and design material that fits that particular property.

Differentiation

Individual branding supports the strategy that Rosewood has successfully followed to differentiate themselves from their competition. Consumers stayed at the Rosewood because their properties were unique and local and not the “cookie cutter competition”.

Rosewood Hotels & Resorts 4 The largest danger that I see in moving away from the individual branding is Silk‟s statement that brands “assert that a firm‟s products are different from those offered by competitors” (Silk, 2006, p. 100). The Rosewood has done an extraordinary job of creating a different look and feel from the competition by launching this individual branding strategy. While I think that it is worth the risk to increase the CLV and ultimately increase revenue, careful attention must be given to insure that the corporate branding strategy supports the individual branding

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