Case ID: R0802X     Solution ID: 30596

The Corporate Brand Case Solution


For instructing purposes, this is the case only form of the HBR contextual analysis. The commentary only form is Reprint R0802Z. The complete contextual analysis and discourse is Reprint R0802B. Each of Lilypads boutique lodgings has its own particular feeling of spot and meaning of client experience. Despite the fact that faithful to their top picks, visitors dont visit other extravagance properties in the gathering or even acknowledge theyre partnered. To support the lifetime benefit of existing clients and reach new ones, CEO Andre Cleary is pondering situating the lodgings all the more specifically under the corporate umbrella. The organization could pick up scale efficiencies and perhaps expand visits - however does one brand truly fit all? Four specialists remark on this anecdotal contextual analysis. Horst Schulze, the CEO and president of the West Paces Hotel Group, says that Lilypad must develop its corporate image to make long haul esteem. This would likewise help the organization turn out to be more effective at cross-advancing properties, offering administrations, and purchasing supplies in mass. Jill Granoff, the official VP of direct brands at Liz Claiborne, says that the monetary dangers of putting the Lilypad name up front may exceed the potential prizes. The organization ought to rather advertise its lodgings all the more forcefully to travel specialists and specifically secure new properties to drive further development. Kevin Lane Keller of Dartmouth contends that Lilypad must elucidate what its image speaks to before giving it any more accentuation. As opposed to rolling out critical improvements in the rooms themselves, which could debilitate the individual brands, administration ought to facilitate off camera to enhance cross-offer numbers. Jez Frampton, the worldwide CEO of the consultancy Interbrand, thinks Andre ought to methodicallly analyze the brand as far as Lilypads clients and society. That implies directing statistical surveying and moving far from the present warlord methodology of dealing with every property as a different fiefdom.

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