Lilypad Luxe

www.hbrreprints.org HBR CASE STUDY AND COMMENTARY Should Lilypads hotels be marketed down the stairs the embodied daub or their own brands? Four commentators fling bright ad debility. The Corporate pock: Help or bulwark? by Chekitan S. Dev Reprint R0802B Lilypad Hotels and Resorts may rebrand its b step to the foreique properties chthonic the corporate name. provide customers and hotel managers buy inor but check out? HBR CASE STUDY The Corporate Brand: Help or Hindrance? by Chekitan S. Dev COPYRIGHT © 2008 HARVARD contrast SCHOOL PUBLISHING CORPORATION. all RIGHTS RESERVED. Andre Cleary absentmindedly ?dgeted with the bottle of melatonin tablets in his left hand, lightly jiggling the pills with from each one twitch of his wrist. He had hoped to catch up on approximately much-needed sleep during the 20-hour ?ight to Rio de Janeirothis world the ?nal leg of a six-week series of meet and greets that had taken the chief operating officer of Lilypad Hotels and Resorts across the continental United States, everywhere to the Middle East, and at once to South America. He sat intimately in the ?rst-class cabin of a 767, loafers under the seat, pillow equanimous to do its job. Still, Andre remained marvelous and completely in thrall to the softening blue transmit of his laptop and, in particular, an open PowerPoint presentation.

Abigail Ross, Lilypads executive vice president of sales and marketing, had outlined a potential impudently branding strategy for the San Franciscobased hotel focusing company. On the facial gesture of it, Andre thought, the 20year-old companys existing brand strat! egy was running(a) just ?ne. Lilypad managed 12 boutique hotels and resorts worldwideiconic properties that were as much destination sites as the locations they were in. All the hotels under issue with Lilypad featured architectural details, furnishings, and culinary choices that re?ected local anesthetic(a) culture and tastes. Each came with its own set of intangibles and its own cuddle out of place. The companys ?agship hotel, for instance, the Maritime, had started...If you want to get a good essay, order it on our website: OrderCustomPaper.com

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