There are many pros and cons of moving from an individual brand to a corporate brand. In the corporate brand model, there will be luxury. In the individual brands, there is a collection of unique properties. Each of these properties has its brand and name. An individual brand is a good tool for the differentiation of properties of Rosewood from the competitors with a corporate brand. It also participated in advertising related to rosewood. The branding was very soft. With the new corporate branding, the spending of guests on the room, beverages, and food could be observed. This helped in increasing the customer preference program in the brand. This is an improvement over the old service of guest recognition. The new branding method helped the name of Rosewood to be present everywhere. It also increased the efficiency of the organization. Also, there was an increase in the number of guests.
John Scott, a board member of Rosewood recognized that individual brands had low recognition and the brand’s wide usage among guests is too low. It will badly affect the working of Rosewood because this is considered as the major asset of Rosewood. The individual property brand was not working from a number of faces. The guests were looking for a unique Rosewood experience and product. If the requirement of the customers is not satisfied, they approach other strong hotel brands. Competition in the luxury hotel segment is strong and it is difficult to position Rosewood’s collection of properties in an increasingly crowded field of luxury operations.