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2087 JUNE 15, 2007 CHEKITAN S. DEV LAURE MOUGEOT STROOCK Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and living Value Introduction For nearly 25 years, Rosewood Hotels & Resorts (Rosewood), a private hotel focus company, sought to build a global reputation with iconic luxury hotels such as The Mansion on tip over brook in Dallas and The Carlyle in New Yorkâ€"trophy properties so distinctive, each could thrive on its own name, without any unified identification (see shew 1 for sucker history). The Rosewood brand was muted, unmentioned in advertising, and known mainly to hotel professionals. However, in early 2004, to move on the companys growth, John Scott, Rosewoods naked as a jaybird president and CEO, and Robert Boulogne, vice president of sales and marketing, were considering a bracing brand strategy. As Boulogne recalled: We thought the time was right to turn up Rosewood as a true brand co-ordinated into the name of each hotel and prominently displayed in all communications for and at our properties. This would help provide us with a weapons platform for encouraging guests who stay at one of our properties to stay at some of the others.

But, they wondered how far they could push this branding strategy without undercutting the forte of each individually branded hotel. Company Profile and Background Headquartered in Dallas, Texas, Rosewood Hotels & Resorts, L.L.C, was a privately held company, established in 1979 by the Caroline Rose Hunt Trust Estate (see Exhibit 2 for biographies of key figures). The first hotel Rosewood managed was The Mansion on Turtle Creek, opened in 1980. This hotel was an old mansion in Dallas rescued from demolition by Mrs. Hunt, the daughter of Texas oil business leader H.L. Hunt. Rosewood worked with Hunt to transform the property into a worldclass hotel and restaurant. after(prenominal) successful conversions of existing hotels (The Mansion on Turtle Creek and Little Dix Bay in the British Virgin Islands), and brand-new builds... If you want to get a full essay, order it on our website: Ordercustompaper.com

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