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商品編號： 9-511-039 出版日期： 2010/09/28 作者姓名： Deshpande, Rohit;Sinha, Mona 商品類別： Marketing 商品規格： 16p 再版日期： 2015/04/27 地域： India 產業： Accommodation & food services 個案年度： 2008 -
商品敘述：
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''.
涵蓋領域：
Market research;Product positioning;Brand management;Marketing strategy
相關資料：
Case Teaching Plan, (9-516-036), 9p, by Rohit Deshpande
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