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MKTG 1021

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MK-021, Spring 2013 Case Homework Assignment Description “Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value” 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 (umbrella) branding. 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
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