Taj Hotels, Resorts and Palaces

Posted: 18 Mar 2012

See all articles by Rohit Deshpande

Rohit Deshpande

Harvard Business School - Marketing Unit

Mona Rai Sinha

affiliation not provided to SSRN

Date Written: April 7, 2011

Abstract

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'.

Learning Objective: To develop understanding of how brand architecture is shaped by corporate growth.

Suggested Citation

Deshpande, Rohit and Sinha, Mona Rai, Taj Hotels, Resorts and Palaces (April 7, 2011). Harvard Business School Marketing Unit Case No. 511-039. Available at SSRN: https://ssrn.com/abstract=2025067

Rohit Deshpande (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-5449 (Phone)
617-496-5853 (Fax)

Mona Rai Sinha

affiliation not provided to SSRN ( email )

Register to save articles to
your library

Register

Paper statistics

Abstract Views
970
PlumX