Posted: March 29th, 2022
What are the pros and cons of a corporate branding strategy?
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What type of brand portfolio is Rosewood using at the time of the case? What are the pros and cons of a corporate branding strategy? What type of brand portfolio would best serve the company moving forward? Why? Will a move to corporate branding maximize customer lifetime value as intended? If you input the data from the case (16.67% and 21.67% retention rates; 8% discount rate) into the standard CLV formula we use in class (and from Gupta and Lehman), why are the numbers so different from the spreadsheet? What adjustments could be made to the formula to make it more useful/appropriate for this situation?
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