Introduction1.1 BrandAccording to the American Marketing Association, ‘Abrand is a name, term, design, symbol or any other feature that identifies oneseller’s good or service as distinct from those of other sellers.’It is not just the physical features that create a brandbut also the feelings that consumers develop towards the company’s product.This combination of physical and emotional cues is triggered when exposed tothe name, the logo, the visual identity, or even the message communicated.Products can be duplicated by other firms but a brandthat is created will always be unique.1.2 BrandingBranding is endowing products and services with thepower of a brand” (Kotler & Keller, 2015)Branding is the way toward giving a significance toparticular items by making and forming a brand in the minds of the consumers.Organizations indulge in branding to enable people to differentiate theirproducts and motivate the people to choose their products over others by statingthe specifics of the particular brand.
The main aim of branding is to attract and retain loyalcustomers by giving them products that is in accordance with what the brandpromises.1.2.1 People affectedIt affects the following two categories of people:Consumers: A brand gives consumers the power to makedecisions when they are confused about the same product offered by differentcompanies.
Employees/shareholders/third parties: Successfulbranding adds to the company’s reputation. This has an impact on the minds ofdifferent categories of people like consumers, employees, investors,shareholders, suppliers and distributors. 1.2.2 Branding toolsDifferent tools can be used by different organizationsfor the purpose of branding such as-· Advertising and communications· Product and packaging design· In-store experience· Pricing· Sponsoring and partnerships· Visual identity of the brand (logo, website,colours)1.3 RebrandingRebranding is a promotional technique in which anothername, term, image, plan, or mix thereof is made for a built up brand with theexpectation of building up another, separated character in the psyches ofconsumers, investors, competitors and other stakeholders.
Often, this includesradical changes to a brand’s logo, name, legal names, image, showcasingtechnique and advertising themes. Such changes normally expect to repositionthe brand or organization, every so often to remove itself from negativemeanings of the past marking, or to move the brand upmarket; they may likewiseconvey another message a new board of directors wishes to impart. Rebranding is the way toward changingthe corporate picture of an association. It is a market methodology of givinganother name, image, or change in outline for an officially settled brand. Thethought behind rebranding is to make an alternate personality for a brand, fromits rivals, in the market.There are many reasons for a company toopt for rebranding. One important reason is to connect with customers.Rebranding is good for the company but it can sometimes prove to be risky asthere is the possibility that the customers may not like the new brand.
There are two types of rebranding-Proactive rebranding and Reactive rebranding. Proactive rebranding is when acompany acknowledges an opportunity to grow, innovate, enter into newbusinesses or get new customers and to reconnect with its users. Reactiverebranding is when the brand has to be discontinued or changed.
The reasons forthis can be many including mergers and acquisitions, legal problems, unwantedpublicity like fraud which looks to beat competition, or make your ownspeciality. The usual goal of rebranding is toinfluence a customer’s perception about a product or service or the companyoverall by revitalizing the brand and making it seem more modern and relevantto the customer’s needs.In today’s modern world, brandsrepresent a huge share of the company’s total value. Therefore, for companies,it is essential to build the right branding strategy.
However, due to severalreasons, some of which might include the need of new or misleading image, or anew product or service added to the company portfolio, or even going global,companies take the step and start rebranding. This applies to every corporate, eventhose companies in the service sector. The rebranding of hotels and resorts isa major step taken by the company, especially if they have already establishedthemselves as the best in the field.
They are already known as a brand. Theyhave attributes that are associated to them through the brand and rebranding isa gamble with this. The thought of losing customer loyalty is the biggest fearfor any company.
1.3.1 CorporateRebrandingOflate, rebranding has been a trend among companies. Organizations in the 21stcentury may think that it is important to renew their image as far as itssignificance to buyers and the evolving markets is concerned. Effectiverebranding tasks can yield a brand more preferable than the original brand.
Dueto the huge effect that renaming and rebranding an organization can have, it isimportant to take the customer carefully through the procedure. The neworganization identity and brand ought to be propelled in a simple and preciseway so that it does not distance old clients, but can expect to draw in newbusiness prospects. This is not an easy task. In any case, there is an orderlyprocedure that includes cautious technique, essential visuals and individualcollaborations, all of which must speak in unison for a client to put fulltrust and put their feelings in what is on offer.Marketingstrategies should be used extensively to convey the rebranding to the consumersand to make sure that the new brand makes an impact in their minds.1.
3.2 Reasons for corporaterebrandingOrganizationsfrequently rebrand with a specific end goal to respond to external as well asinternal issues. Firms usually have rebranding cycles so as to stay with thetimes or set themselves superior among competition. Organizations additionallyuse rebranding as a promotional tool to hide the negatives of the past thatcould possibly influence productivity.1. Differentiationfrom competitors- Organizationsdifferentiate themselves from competition by incorporating activities from changingtheir logo to becoming environment friendly. Differentiation from competitionis essential keeping in mind the end goal to get more clients or customers anda compelling method to attract a more qualified workforce.
2. Elimination of a negative image- Organizations may rebrand intentionally toremove any negative image of the company. Managers use rebranding as aneffective tool to improve the image of a company and hide malpractices, anynegative associations the company has had and decreased profitability.
3. Lost marketshare-Organizationsalso indulge in rebranding to get back lost market share as a result ofmeaningless target audience. The better quality customers switch over tocompetition when the brand loses its value.4. Emergentsituations-Organizationsmay go through rebranding due to the situations that they are in like’corporate restructuring’ or ‘bankruptcy’.5. Stayingrelevant-Organizationschoose to rebrand when there arises a need to be visible to new customers andstake holders of the firm.
They rebrand when they feel that there is a need tostay relevant to the people that matter.6. When a namelimits growth.7. When a name makes you look like a Me- Too.8. When a namebecomes a heavy baggage.9.
When a namemakes you look outdated.10. When a name makes you look uncompetitive.1.4Examples of rebrandingItis universally believed that the name is the shortest story of a brand. Hereare a few examples of companies that went through rebranding. Old Name New Name Backrub Google Confinity PayPal Jerry’s Guide to the World Wide Web Yahoo Blue Ribbon Sports Nike Software Development Labs Oracle Stag Party Playboy Precision Optical Canon Conservation Corporation Africa andBeyond Bridge Gate Computers Compaq 1.5Company Profile1.
5.1 House ofRamapuramThe House of Ramapuram had itsbeginnings in a modest house in a small town, Pala, in the eastern hill tractsof Kottayam, in Kerala state, India. Over the last hundred years, the familyearned its reputation and standing in the society, through highly educated,accomplished and eminent personalities of their time.Into this family was born, the young andimpressionable Emmanuel Ramapuram, in the year 1889. Having lived through theepochal transition from one century to another, he was appointed as the Ranger-in-chargeof South Canara and Coorg under the Madras Presidency.He came, he saw, and he was conquered,by the pristine natural beauty and culture of Coorg.When Emmanuel Ramapuram succumbed tocancer in 1949, the sprawling plantations in Coorg and Kerala were not all thathe left behind.
His happy marriage to Mrs. Accamma Ramapuram, an art teacher,bore fruition in 3 fine sons and 4 daughters who carried forward the proud nameof the Ramapuram family, establishing it as a business group that always putethics above profit. Following Emmanuel Ramapuram’s untimely demise, Thomas,the eldest son had to discontinue his final year of graduation in AgriculturalSciences and take over the reins of the family business at the tender age of21.Today, the legacy of Thomas E. Ramapuramis being taken forward by his seven sons. By making ethical choices based on astrong spiritual foundation, the group has grown steadily to establish itselfas a name to reckon within plantations and has further diversified into the leisureand hospitality sector with Orange County Resorts.The seven sons of Thomas E. Ramapuram:· Emmanuel Ramapuram· Abe Ramapuram· Thomas Ramapuram· George Ramapuram· Cherian Ramapuram· Dr John Ramapuram· Jose RamapuramCore Values• Excellence: Strive relentlessly; constantly improve ourselves,our processes, teams, our services, and our products to become the best.
• Integrity: Honesty, fairness, and trustworthiness in allaspects of our business. This is the basis for sustaining long-term success.Our values will not be subordinated to gains/advantages.• Respect forPeople: Treat allpeople with respect and concern.
We shall strive to develop our core strength –our people – by being the wind under their wings, allowing them to realizetheir full potential.• Social &Environmental Responsibility (Sustainability): We shall ensure meaningful and lasting benefits forthe natural environment and communities that surround our operations.• Entrepreneurship: Through constant learning, openness, and willingnessto change, we shall nurture entrepreneurship to consistently achieve a highrate of growth.1.5.2 ORANGE COUNTY’Welcome to theenchanting world of Orange County Resort’This is a world of luxury holidayexperiences, so steeped in the lore of the land, in the culture of its peopleand in the untainted beauty of the region that it enjoins you to be one withthe spirit of the land.Orange County Resorts and Hotels Ltd isa public limited company registered under the Company’s Act 1956. It has itscorporate office in Bangalore.
It has three operational resorts at Coorg,Kabini and Hampi, Karnataka and a fourth resort under development on a secludedbeach in coastal Karnataka.The company is driven by ethics andvalues just as much as its vision which is embedded in their tag line – Spirit of the Land. The Orange Countyexperience aims at giving the best amenities and services to the guests andalso gives them a taste of local experiences. This is evident in their nativeand eco-friendly architecture, locally inspired activities and interaction withthe ethnic communities. Thus truly enabling the guests to learn and taste thespirit of the land.
Orange County started with its firstresort at Coorg in 1994. It is built in the middle of a 300 acre plantation ofcoffee and spices with the Dubare Reserve Forest on one side and river Cauveryon the other. Rooms are in the form of Heritage Pool villas which are inspiredby Kodava homes or Lilly Pool Villas keeping with the theme of a plantation. The second resort was in Kabini, openedin 2007 with wildlife as the theme. The Kadukuruba Hadis was the inspiration tothe design of the resort helping the guests experience the tribal culture andthe wonders of the Nagarhole National Park. It enables the guests to experiencewildlife the tribal way.The third resort in Hampi came up in2016.
Influenced by the Vijayanagara Empire architecture, it is a beautifulblend of modern luxuries with traditional architecture. Orange County Resorts and Hotels Ltd iscommitted to the concept of ‘Responsible Tourism’ through which it seeks toenhance the economic, social and environmental well-being of the hostcommunity, apart from incentivizing the retention and regeneration of theirunique culture.The brand ‘Orange County’ is committedto employing the best in environmental and ecological practices in technology,equipment and operational processes.
At Orange County no stone is leftunturned to give the guest the most luxurious holiday. Yet, no stone is turnedunnecessarily, and the natural balance of man and his environment is preservedand protected. What the guests get with them are the world’s most exclusiveholidays, where one is drawn into the warp and weft of indigenous cultureswithout losing out on the luxuries that are a privilege. An experience that helps one discoverthat the mind, body and soul are in perfect harmony when you are one with theSpirit of the land.Vision and MissionCore Vision of Brand Orange County –’To be the most soughtafter true to the land of origin experience in every product offering’Core Mission of the Brand in Resorts –’To provide exquisiteholiday experiences, while preserving the purity of nature and culture of theland’PhilosophyThecompany believes that travel has been made easy for those who wish to travelbecause of the various advancements in technology and transportation and theavailability of more time.
This also comes with the disadvantage of pollutionof the places visited. This resulted intheir philosophy ‘Responsible tourism’. It came as an answer to the emergingcare to be given to the environment while meeting the needs of the people.
Thisis done easily as the family had always been rooted to the earth through theplantations and believed that the land and the people who worked for them inthat land are always in harmony. At the resorts, they try their best to delivertrue to the land experiences while being pampered in ultimate luxury.Environment Thereare many ways in which the company does their bit to save the environment.
Theyplant local trees, promote local fauna, build on the local terrain, is a partof and encourages reforestation and protection and preservation of local watersources. Recycled water id used in the resorts, alternate sources of energy isused, use of plastic is almost nil, and they have effective waste managementsystems in the resorts and promote the use of recycled paper. Economy and fair trade Theresorts are a great opportunity for the local people to get employed. Localproduce and products are promoted and supplies are received from localsuppliers.
Thecompany encourages and supports the local community financially for reasonableprojects that prove to be beneficial to the community. This is mainly aimed atmaking greater economic benefits to the local people. Society Thecompany contributes to promotion of education, better health care, bettermentof public utilities, and improvement in housing and also involves the localpeople when taking decisions that may affect their lives too. Services OfferedOrange County enables their gueststo experience the local while staying in luxury, while on a holiday.The places chosen for establishingthese resorts are those which are considered to have the capacity to attracttheir target audience. Already established projects in Coorg, Kabini and Hampihave become a nationwide attraction to people from far and near. The capabilityof the upcoming project in Karwar is also forecasted as huge.
Such exotic and unusual locationsare chosen as they stand out from the crowd and prove to be really interesting.This is their key feature as most of the other companies in the same line ofbusiness opt to start resorts and hotels in known destinations.The guests enjoy their holidays inluxury, being pampered with the Vaidyasala (Ayurvedic spa), the private poolvillas, pool huts and being served mouth watering food in some of the mostspectacular settings offering an extensive selection in Indian and Continentalcuisines.The service is sold directly to allthe customers who come and stay in the resort.
50% of the sale is done through adirect sales team based in the office in Bangalore. The other 50% of it is donethrough Domestic and International travel agents.Earthitects – ‘Architects of the Earth’ The ambition of this subsidiary isnot to build the biggest skyscrapers. Their aim is to build homes that emergefrom the Earth and blends into the surrounding natural habitat.The Earth Reserve Thisis a collection of homemade jams, preserves and pickles that are natural andtraditionally inspired. These products are free of artificial colours andpreservatives.
They aim to retain the natural purity and goodness of theproducts. 1.5.3 Organisational StructureOverviewEntitytype: Closely held Public Limited CompanyBusiness:Boutique luxury resorts in enchanting localesEstablished:1993Promoters:House of RamapuramPromoter’sNet worth: USD 100 MillionShareholdingpattern: 100% held by Promoters (non-encumbered)OperationalResorts: 3 Resorts (Location- Coorg, Kabini & Hampi, Karnataka, INDIA)UnderConstruction: Resorts at Karwar, Karnataka, INDIATotalCurrent Inventory: 149 Cottages & 46 Rooms (66 Cottages at Coorg, 37Cottages at Kabini & 46 Rooms at Hampi)TotalEmployee Strength: 800 EmployeesFinancialStatus: All ‘owned’ properties. CorporateStructure Hierarchical Structure