Case questions: Rosewood
What are the pros and cons of moving from an individual brand to a corporate brand?
Will the move to a corporate brand maximize customer lifetime value?
Use the Rosewood excel file available on Canvas Files to assess the impact of the new brand strategy on customer lifetime value. Also use the increase in CLV to estimate the additional sales to be targeted (see lower left of the spreadsheet).
What recommendations would you make to Rosewood (consider how the new strategy could be implemented)?