5. There was no denying the obvious scale
efficiencies Lilypad could create by putting
all its properties under one brand.
6. 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
7. 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
8. • 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 pad's Hotels Be Marketed
Under the Corporate Brand or Their Own Brands?
9.
10. 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.
11. “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
12. 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
13. 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.
14. 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
