There was no denying the obvious scale efficiencies Lilypad could create by putting all its properties under one brand.
Economies of scope: Since one advertising campaign can be used for several products New product acceptance: Potential buyers are already familiar with the name Creates simplicity: The ultimate identifier of the corporation
Corporate branding is not limited to a specific mark or name Branding can incorporate multiple touch points These touch points include; logo, customer service, treatment etc. Any means by which the general public comes into contact with a specific brand constitutes a touch point that can affect perceptions of the corporate brand
• 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 Lily pad.• Core problem – Should Lily pads Hotels Be Marketed Under the Corporate Brand or Their Own Brands?
Lilypad should promote the corporate brand It would add more value to the individual properties Lillypad doesn’t have to compromise its smaller hotels or change the individual experience by putting the Lilypad name on it. 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.
“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 Jill Granoff Executive vice pertains to the hotel industry. president of direct Hotels are branded by luxury, comfort, and brands at New York experience - based Liz Claiborne If all of the hotels offer a one of a kind experience Incorporated but in different ways, linking them together wouldn’t have a negative affect I think it would make the company stronger and attract new clients and as well as keep old
Mr. Keller’s advice is that “Lilypad’s brands are quite distinct in customers’ minds – that’s their greatest strength. So instead of making significant and observable changes in the rooms themselves, Lilypad’s management team should emphasize changes behind the scenes to help boost the company’s cross-sell numbers.” Kevin Lane Keller E.B. Osborn He says that by doing soft endorsements like the Professor of brand on the hangers might work over time, but Marketing at Dartmouth College’s they need to utilize what they have such as the Tuck School of internet and travel agents. Business Putting their Lilypad name on everything could have a negative impact
Mr. Frampton’s advice is that the company needs to examine the brand through customers and culture. I agree with Mr. Frampton. I think that Andre isn’t clear on what he expects from the brand. At the beginning he Jez Frampton wants one thing, and by the end he wants Global CEO of another. Interbrand, a consultancy based in New York 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.
Understanding the frame of reference within which a company’s 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 consistent at all times