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marketing case hw.docx

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Department
Marketing
Course
MKTG 1021
Professor
Salisbury
Semester
Winter

Description
Chantz Delgado February 21 , 2013 Principles of Marketing Rosewood Case 1) Individual branding is the marketing strategy of giving each product in a portfolio  its own unique brand name. This contrasts with corporate branding in which the  products in a product line are given a single overarching brand name. The  advantages of individual branding are that each product has an image and identity  that is unique. The advantages of corporate branding are mainly to create brand  recognition, which leads to customer loyalty. In Rosewoods perspective, the pros  of implementing an individual branding strategy would be the idea of specializing  in what is asked. For example, on page 3 it states, “ from design to service to  programming, we try to tailor each property experience to what is special about a  given location, architecture, history and culture. In order for Rosewood to succeed  in doing this, they need to keep the individual branding strategy. Individual  branding breeds flexibility and creativity because the unique brand names have  more control over their products. However, some cons are the fact that people did  not recognize the Rosewood brand itself due to how individual their marketing  strategy was before. Another con brought to light by Philip Maritz is the barrier of  expanding when you are using individual branding. It is harder to expand because  it 
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