Rosewood Hotels in Today's Globalized Economy, Is Essay

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Rosewood Hotels

In today's globalized economy, is it better to brand oneself as differentiated from the corporate world, or are there benefits to attaching yourself to a global brand? Many businesses favor a strategy that keeps them separate and different, in order to keep up a more artisan appeal. However, this too has its limitations. This was exactly the problem Rosewood Hotels found itself in when it was deciding whether or not to adopt a more centralized corporate brand strategy. The company had long believed in a more separatist approach, but research was clearly showing this was hindering the organization's success. Thus, the company finally decided to adopt a more centralized branding structure.

There were a number of clear benefits this move had in terms of increasing overall customer retention rates. Being a part of a globally known and respected brand image often helps increase consumer confidence in the brand. It ties other locations to the idea of luxury that is represented in some of Rosewood's more affluent locations. Moreover, such a strategy increases the likelihood that a guest that stays at one location will stay at another Rosewood Hotel.

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Previously, the guests were "not making the connection between Rosewood properties and increasingly identifying with other strong hotel brands," (Dev & Stroock 2007 p 3). In fact, the year 2002 saw only 5% of customers staying at multiple properties under the organization's control (Dev & Stroock 2007). Changing the brand strategy had proven a successful move by other competing hotel chains, and thus it seemed a positive and progressive step in the right direction.

Yet, the plan was not without some cons. There were also a number of negative ramifications that would impact Rosewood Hotels as well. In the previous strategy, having each hotel carry its own name led to the creation of a very distinct and unique reputation for each location; they were each "trophy properties so distinctive, each could thrive on its own name, without any 'corporate' identification," (Dev & Stroock 2007 p 1). By rebranding these locations, they did loose some of their more intimate, artisan-like appeal, which may lead some guests to look elsewhere in the future. Additionally, there were also increased overall costs associated with changing the branding strategy is also a huge.....

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