MK-021, Spring 2013
Case Homework Assignment Description
“Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime
Due date: Thursday, February 21, 2013.
The purpose of this case is to learn how a marketing manager can use CLV as a decision-making
aid when making strategic branding decisions. It also demonstrates how a firm’s branding
strategy can impact marketing tactics, customer retention, and firm profitability.
Answer the following questions:
Imagine it is the year 2004, and you are Robert Boulogne. You are responsible for determining
the best branding strategy for Rosewood.
1. Rosewood is considering two branding approaches: individual branding or corporate
a. Describe the two branding approaches (in general, not just in Rosewood’s case).
b. From Rosewood’s perspective, what would be two advantages (“pros”) and two
disadvantages (“cons”) of implementing each of the two branding approaches?
2. Perform two CLV analyses: one CLV analysis assuming an individual branding strategy; and
one CLV analys