rosewood tree Hotels management is laborious to boost its customer cognizance by changing its mark system. They are planning to attach the name Rosewood to each its properties and they believe that this bequeath back up in making their rat more visible and hence getting more multi situation repeat customers. It was found through one of their surveys that in suffer of the fact that some of the Rosewoods properties have more than 40% returning guests, only 5% of its guests visited multiple Rosewood properties. The management felt that there exists a big capableness to increase its returning guest rate crosswise its contrary properties through this fresh piting initiative. Also it will befriend in educating its customers about Rosewoods various properties and help in increasing the sales of its brand across locations.
Advantages of this fresh branding strategy:
* Increasing customers awareness about the Rosewood brand.
* Increasing the sales revenue.
* Having higher brand recognition.
* Having more cross-selling rates.
* Having more multi property visits by its existing guests.
Disadvantages of the new branding strategy:
* Increased marketing costs.
* Big flip in companys culture.
* Resistance by several(prenominal) guests and employees.
* Increased competition with corporate-branded hotels.
* Losing the uniqueness and one of a loving advantage of its individually branded properties.
It is true that there will be several benefits and gains if this branding initiative is efficiently implemented. there will be increased brand recognition and visibility but on the other hand it would be a challenge to provide same quality experience to its guests across different locations. There would be financial benefits after this strategy is implemented but the risk of losing some existing customers who time value the uniqueness of individual brand looms large. Once they implement this branding, Rosewood management should educate its...If you want to get a skillful essay, order it on our website: Orderessay
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