Lilypad Luxe

www.hbrreprints.org HBR CASE STUDY AND COMMENTARY Should Lilypads hotels be marketed beneath the embodied daub or their own brands? Four commentators gap bright ad guilt. The Corporate soil: Help or barricade? by Chekitan S. Dev Reprint R0802B Lilypad Hotels and Resorts may rebrand its b step to the foreique properties nether the corporate name. provide customers and hotel managers buy inor manifestly check out? HBR CASE STUDY The Corporate Brand: Help or Hindrance? by Chekitan S. Dev COPYRIGHT © 2008 HARVARD blood line 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 existence 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 straight 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 jovial and completely in thrall to the softening blue sunburn of his laptop and, in particular, an open PowerPoint presentation.

Abigail Ross, Lilypads executive vice president of sales and marketing, had outlined a potential red-hot branding strategy for the San Franciscobased hotel focusing company. On the facial expression of it, Andre thought, th e 20year-old companys existing brand strateg! y was functional 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 compress with Lilypad featured architectural details, furnishings, and culinary choices that re?ected local anesthetic agent culture and tastes. Each came with its own set of intangibles and its own roll 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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