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Without this assessment of guest and employee views, any brand identity Rosewood leadership develops will be meaningless. They will also need to ensure that the corporate brand identity continues to allow for individual property “flavor†as this is what sets them apart from the Ritz’ and Four Seasons’ of the world and is their differential advantage...
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Managers’ and employees’ concerns about loss of autonomy with a corporate brand structure will need to be addressed; they will need to be empowered to continue to anticipate and meet guest needs; and they will need to be educated on other Rosewood properties so they can promote those properties as well as their own...
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