Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 27 April 2015
Revision date: 15-May-2019
Length: 16 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a 'house of brands' and a 'branded house'.
Location:
Industry:
Size:
25,000 employees
Other setting(s):
2008
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 September 2015
Length: 9 pages
Data source: Field research
About
Abstract
The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a 'house of brands' and a 'branded house'.
Settings
Location:
Industry:
Size:
25,000 employees
Other setting(s):
2008
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 September 2015
Length: 9 pages
Data source: Field research