Lilypad Luxe

www.hbrreprints.org HBR CASE STUDY AND COMMENTARY Should Lilypads hotels be marketed to a lower place the embodied daub or their own brands? Four commentators strain bright ad sin. The Corporate trademark: Help or limitation? 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 alone check out? HBR CASE STUDY The Corporate Brand: Help or Hindrance? by Chekitan S. Dev COPYRIGHT © 2008 HARVARD calling 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 macrocosm the ?nal leg of a six-week series of meet and greets that had taken the chief execu tive officer of Lilypad Hotels and Resorts across the continental United States, everywhere to the Middle East, and flat to South America. He sat intimately in the ?rst-class confine of a 767, loafers under the seat, pillow equanimous to do its job. Still, Andre remained wide awake and completely in thrall to the softening blue novelty of his laptop and, in particular, an open PowerPoint presentation.

Abigail Ross, Lilypads executive vice president of sales and marketing, had outlined a potential freshly branding strategy for the San Franciscobased hotel focusing company. On the confront of it, Andre thoug ht, the 20year-old companys existing brand s! trategy was working 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 sire with Lilypad featured architectural details, furnishings, and culinary choices that re?ected local anaesthetic(a) culture and tastes. Each came with its own set of intangibles and its own lift 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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