Will the move to corporate branding maximize customer lifetime value

Major operational changes will cause confusion among employees at first. This can be a key to marketing that a firms different products do not interact with each other. In this type of branding strategy, each product has its own unique brand image and identity which can cause advantages.

Generally, CLV is typically used to identify profitable customers and to develop strategies to target customers. Like when someone says Hershey, you think of chocolates. Rosewood faces competition from corporate branded giants e.

rosewood hotels and resorts branding to increase customer profitability and lifetime value

Rosewood hotels have 12 distinctive hotels worldwide with a strong brand image that makes each property unique. Moreover, a marketing and operational investment of 1 million per year will be spent to implement the corporate branding identity.

Will the move to corporate branding maximize customer lifetime value

Rosewood hotels were built on the premise that they provide iconic luxury hotels each with their unique distinctive characteristic that represents the local culture. This strategy has been successful but now management believes that branding the hotels as a collective will increase customer visits between properties.

Determine the impact of customer retention rates through the Customer Life Time Value.

Now, senior management is considering a new branding strategy that would link all current and future properties to the Rosewood name for brand recognition Moreover, a marketing and operational investment of 1 million per year will be spent to implement the corporate branding identity. To keep the brand promised, corporate brand strategy requires brand based performance consistency across portfolio. In this case, individual managers will not feel to be threatened, and they may turn to be actively support the new strategy. Consumers identify with brand names and advertisements, which 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. Individual brands can be classified by target markets with different location, culture, history, and so on. As a result, a lot of attentions have been drawn from the customers by the organizations via different The retention rate also rises up from Whereas research suggested that the vast majority customers within the luxury hotel market valued the corporate-branded hotel. It differentiates from different levels of customers needs. Q5: Assuming the individual hotel managers are against the corporate brand strategy initiative, how would you gain their commitment to the change should it be made? What are the pros and cons of moving from individual brands to a corporate brand? That is Fairmont Hotels and Resorts, long known as one of the best places to work.
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Rosewood Hotels and Resorts: Branding to Increase Customer Profitability