Rosewood hotels & resorts

Mayuri SrivastavaJCASC

Introduction Rosewood Hotels & Resorts is an international luxury

hotel and resort company sought to build a

global reputation.

Rosewood had a low brand equity and

brand awareness in the market

Why Rosewood had a low

brand equity in the

market ?

Negative impact of brand strategy

Rosewood did not had a strong brand strategy

because of which people were mostly

unaware of this brand.

Many new brand strategies were

opted by Rosewood’s

executives to build customer lifetime value.

Caroline Rose Hunt

Over 25 years ago Caroline hunt opened

the first Rosewood Hotel

The Mansion He hocused on

creating an ambience of elegance , great

personal services and attention to detail

Philip MaritzHe believed that individual branding substantially limits the market and he

focused on luxury

hospitality.

John ScottJohn Scott had focused on

making Rosewood better than Aman- Resorts(a famous luxury Hotel

management Company) to pursue growth

opportunities and refining its luxury

standard

Robert Boulogne

He focused on all aspects of marketing ,

public relations and advertising

James McBride James McBride said

that there was a requirement to go

toward a more visible Rosewood brand.

He tried to reposition this brand landmark

Hotel owners.

Rosewood’s Operatating Profile 2001-2003

Rosewood’s competition

Rosewood’s operational statistics

Why should these

strategies be opted by

Rosewood Hotels & Resorts?

Why should the Brand Strategy be changed?

Changing of the brand strategies may help Rosewood in many ways, those are:

• Growth & expansion• Brand Equity• Brand positioning• Brand awareness• Profit making

Why the Brand Strategy should not be changed?

|] Changing of brand strategy can even have a negative impact:

• Unexpected losses • Risk of negative Brand equity• Risk of Goodwill• Risk from new entrants

Actions take by Rosewood

Rosewood realized that a branding decision has

to be made to clarify company’s future and it

further worked on it which helped the brand to

expand more.

Recap• Why Rosewood had a low brand equity in the

market ? • Many new brand strategies were opted by

Rosewood’s executives to build customer lifetime value.

• Why should these strategies be opted by Rosewood Hotels & Resorts?

• Why should the Brand Strategy be changed?• Why the Brand Strategy should not be changed?