Rosewood Hotel and Resorts discussion:

The case deals with the decision of whether the hotel should shift from individual branding to corporate branding.

1) How is Rosewood doing relative to other luxury hotel brands? Please refer to exhibit 4 and 5 for some quantitative information.

2) In brand positioning, we talk about two things: point of parity and point of difference. Point of parity refers to the things that a brand needs to have in order to be considered as a legitimate competitor in a particular market segment since every other competing brands have it. For example, to be considered as a smart phone, camera, touch screen, compatible apps, and certain processing speed are considered as point of parity. All smart phones need to have these in order to be considered as a serious competitor in that segment and every smart phone has it. Point of difference, on the other hand is what sets your brand or product apart from others. This is what makes some consumers chooses your product over other competitors. This is also what offers you the power to command a price premium. When Samsung first launched the foldable screen phone, it was a point of difference which sets it apart from others and Samsung can command a high price on it. In your opinion, what is Rosewood's point of difference?