The Corporate Brand: Help or Hindrance?

3/21/12

Acompanyapplying its name to a product

CORPORATE BRANDING

The product and the 3/21/12 companyname become

Corporate Branding Strategies

3/21/12

POSITIVE ASPECT Economies of scope: Since one advertising campaign can be used for several products New product acceptance: Potential 3/21/12

Corporate branding is not limited to a specific mark or name Branding can incorporate multiple touchpoints These touch

Synoptic View
CEO Andre Clearly is faced with a tough decision

Create a corporate brand for his chain of exclusive hotels

As proposed by Abigail his VP of sales and marketing

Or leave the hotels as individuals not united by the corporate brand Lilypad.

Core problem Should Lilypads Hotels Be Marketed Under the Corporate Brand or Their Own Brands?

3/21/12

EXPERTS ADVICE
3/21/12

Lilypad should promote the corporate brand

Lilypad can continue to make location-specific promises, but by adopting the new branding strategy, it can also emphasize consistency across the collection good water pressure, a hook beside the shower, an outlet near the ironing board
CEO and president of the West Paces Hotel Group in Atlanta

Horst Schulze

Lillypad doesnt have to compromise its smaller hotels or change the individual experience by putting the Lilypad name on it

It would add more value to the individual properties

Also if you know the hotel you like is connected to a brand you can visit the website and be able to 3/21/12 see more hotels in different locations throughout

At Liz Claiborne, we face similar branding issues and decisions. Juicy Couture and Lucky Brand Jeans both hail from Los Angeles, but they have little else in common. One is sexy, girly, L.A. chic. The other is authentic, cool, and rooted in rock and roll Both benefit from the resources that being owned by a large organization can provide, but neither is marketed under the Liz Claiborne label. I agree that this is true, but I do not think it pertains to the hotel industry. Hotels are branded by luxury, comfort, and experience If all of the hotels offer a one of a kind experience but in different ways, linking them together wouldnt have a negative affect I think it would make the company stronger and attract new clients and as well as keep old
3/21/12

Executive vice president of direct brands at New York - based Liz Claiborne Incorporated

Jill Granoff

Mr. Kellers advice is that Lilypads brands are quite distinct in customers minds thats their greatest strength.

So instead of making significant and observable changes in the rooms themselves, Lilypads management team should emphasize changes behind the scenes to help boost the companys cross-sell numbers.

He says that by doing soft endorsements like the brand on the hangers might work over time, but they need to utilize what they have such as the internet and travel agents.

E.B. Osborn Professor of Marketing at Dartmouth Colleges Tuck School of Business

Kevin Lane Keller

Putting their Lilypad name on everything could have a negative impact

3/21/12

Mr. Framptons advice is that the company needs to examine the brand through customers and culture. I agree with Mr. Frampton.

I think that Andre isnt clear on what he expects from the brand. At the beginning he wants one thing, and by the end he wants another.

If he breaks the brand into two categories, like Mr. Frampton suggests, he can clearly define what he wants to do and where he wants to go with the brand.

Global CEO of Interbrand, a consultancy based in New York

Jez Frampton

3/21/12

Our Views
v

Understanding the frame of reference within which a companys brands work, and addressing the features that brands have in common A frame of reference signals to consumers the goal they can expect to achieve by using a brand. Certain points of parity must be met if consumers are to perceive your product as a legitimate player within its frame of reference A distinguishing characteristic that consumers find both relevant and believable can become a strong, favorable, unique brand association, capable of distinguishing the brand from others in the same frame of reference A final major consideration is to ensure that the frame of reference, points of parity, and points of differentiation are internally 3/21/12 consistent at all times

Thank you

Presented by: CHITRA DEVIKA 3/21/12