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18290. Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value Harvard Business Case Study 2087. This paper provides a Berkeley Research case analysis and alternative case solution to a Harvard Business School case study by Dev and Stroock on brand management at Rosewood Hotels & Resorts. The central focus of the case is the concept of customer lifetime value (CLTV) and the calculation of CLTV through a combination of qualitative and quantitative measures and an assessment of how customer lifetime value would be affected if Rosewood changes from individual branding to corporate branding. The paper includes problem statement, problem analysis including calculation of CLTV using the Harvard Business School CLTV tool, discussion of alternatives, and recommendations. KEYWORDS: case studies case solution brand management customer retention quantitative analysis corporate branding strategy customer relations management marketing. APA Style. 12 pages, 15 footnotes, 5 bibliographic sources. 3,421 words.   $84


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