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the corporate brand help or hindrance精选.pdf

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the corporate brand help or hindrance精选

HBR CASE S TUDY AND C OMMENTARY Should Lilypad’s The Corporate Brand: hotels be marketed under the corporate Help or Hindrance? brand or their own brands? by Chekitan S. Dev Four commentators offer • expert advice. Reprint R0802B Lilypad Hotels and Resorts may rebrand its boutique properties under the corporate name. Will customers and hotel managers buy in—or simply check out? HBR CASE S TUDY The Corporate Brand: Help or Hindrance? by Chekitan S. Dev . D E Andre Cleary absentmindedly ﬁdgeted with was working just ﬁne. Lilypad managed 12 V R E S the bottle of melatonin tablets in his left hand, boutique hotels and resorts worldwide—iconic E R S lightly jiggling the pills with each twitch of properties that were as much destination sites T H G I his wrist. He had hoped to catch up on some as the locations they were in. All the hotels R L L much-needed sleep during the 20-hour ﬂight to under contract with Lilypad featured architec- A . N O