Taj Hotels, Palaces and Resorts, a new brand architecture lack of differentiation and confused positioning to meet its mixed bag of brands. After starting a business and an upscale brand, he hesitated on the introduction of upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy, which is in between a “house of brands” and a “branded house ‘.

Taj Hotels, Palaces and Resorts, a new brand architecture lack of differentiation and confused positioning to meet its mixed bag of brands. After starting a business and an upscale brand, he hesitated on the introduction of upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy, which is in between a “house of brands” and a “branded house ‘.
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from
Rohit Deshpande,
Mona Sinha
Source: Harvard Business School
16 pages.
Publication Date: Sep 28, 2010. Prod #: 511039-PDF-ENG
Taj Hotels, Resorts and Palaces HBR case solution

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