According to the American Marketing Association, ‘A
brand is a name, term, design, symbol or any other feature that identifies one
seller’s good or service as distinct from those of other sellers.’
It is not just the physical features that create a brand
but also the feelings that consumers develop towards the company’s product.
This combination of physical and emotional cues is triggered when exposed to
the name, the logo, the visual identity, or even the message communicated.
Products can be duplicated by other firms but a brand
that is created will always be unique.
Branding is endowing products and services with the
power of a brand” (Kotler & Keller, 2015)
Branding is the way toward giving a significance to
particular items by making and forming a brand in the minds of the consumers.
Organizations indulge in branding to enable people to differentiate their
products and motivate the people to choose their products over others by stating
the specifics of the particular brand.
The main aim of branding is to attract and retain loyal
customers by giving them products that is in accordance with what the brand
1.2.1 People affected
It affects the following two categories of people:
Consumers: A brand gives consumers the power to make
decisions when they are confused about the same product offered by different
Employees/shareholders/third parties: Successful
branding adds to the company’s reputation. This has an impact on the minds of
different categories of people like consumers, employees, investors,
shareholders, suppliers and distributors.
1.2.2 Branding tools
Different tools can be used by different organizations
for the purpose of branding such as-
Advertising and communications
Product and packaging design
Sponsoring and partnerships
Visual identity of the brand (logo, website,
Rebranding is a promotional technique in which another
name, term, image, plan, or mix thereof is made for a built up brand with the
expectation of building up another, separated character in the psyches of
consumers, investors, competitors and other stakeholders. Often, this includes
radical changes to a brand’s logo, name, legal names, image, showcasing
technique and advertising themes. Such changes normally expect to reposition
the brand or organization, every so often to remove itself from negative
meanings of the past marking, or to move the brand upmarket; they may likewise
convey another message a new board of directors wishes to impart.
Rebranding is the way toward changing
the corporate picture of an association. It is a market methodology of giving
another name, image, or change in outline for an officially settled brand. The
thought behind rebranding is to make an alternate personality for a brand, from
its rivals, in the market.
There are many reasons for a company to
opt for rebranding. One important reason is to connect with customers.
Rebranding is good for the company but it can sometimes prove to be risky as
there 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 a
company acknowledges an opportunity to grow, innovate, enter into new
businesses or get new customers and to reconnect with its users. Reactive
rebranding is when the brand has to be discontinued or changed. The reasons for
this can be many including mergers and acquisitions, legal problems, unwanted
publicity like fraud which looks to beat competition, or make your own
The usual goal of rebranding is to
influence a customer’s perception about a product or service or the company
overall by revitalizing the brand and making it seem more modern and relevant
to the customer’s needs.
In today’s modern world, brands
represent a huge share of the company’s total value. Therefore, for companies,
it is essential to build the right branding strategy. However, due to several
reasons, some of which might include the need of new or misleading image, or a
new product or service added to the company portfolio, or even going global,
companies take the step and start rebranding.
This applies to every corporate, even
those companies in the service sector. The rebranding of hotels and resorts is
a major step taken by the company, especially if they have already established
themselves as the best in the field. They are already known as a brand. They
have attributes that are associated to them through the brand and rebranding is
a gamble with this. The thought of losing customer loyalty is the biggest fear
for any company.
late, rebranding has been a trend among companies. Organizations in the 21st
century may think that it is important to renew their image as far as its
significance to buyers and the evolving markets is concerned. Effective
rebranding tasks can yield a brand more preferable than the original brand.
to the huge effect that renaming and rebranding an organization can have, it is
important to take the customer carefully through the procedure. The new
organization identity and brand ought to be propelled in a simple and precise
way so that it does not distance old clients, but can expect to draw in new
business prospects. This is not an easy task. In any case, there is an orderly
procedure that includes cautious technique, essential visuals and individual
collaborations, all of which must speak in unison for a client to put full
trust and put their feelings in what is on offer.
strategies should be used extensively to convey the rebranding to the consumers
and to make sure that the new brand makes an impact in their minds.
1.3.2 Reasons for corporate
frequently rebrand with a specific end goal to respond to external as well as
internal issues. Firms usually have rebranding cycles so as to stay with the
times or set themselves superior among competition. Organizations additionally
use rebranding as a promotional tool to hide the negatives of the past that
could possibly influence productivity.
differentiate themselves from competition by incorporating activities from changing
their logo to becoming environment friendly. Differentiation from competition
is essential keeping in mind the end goal to get more clients or customers and
a compelling method to attract a more qualified workforce.
Elimination of a negative image-
Organizations may rebrand intentionally to
remove any negative image of the company. Managers use rebranding as an
effective tool to improve the image of a company and hide malpractices, any
negative associations the company has had and decreased profitability.
also indulge in rebranding to get back lost market share as a result of
meaningless target audience. The better quality customers switch over to
competition when the brand loses its value.
may go through rebranding due to the situations that they are in like
‘corporate restructuring’ or ‘bankruptcy’.
choose to rebrand when there arises a need to be visible to new customers and
stake holders of the firm. They rebrand when they feel that there is a need to
stay relevant to the people that matter.
When a name
When a name makes you look like a Me- Too.
When a name
becomes a heavy baggage.
When a name
makes you look outdated.
When a name makes you look uncompetitive.
Examples of rebranding
is universally believed that the name is the shortest story of a brand. Here
are a few examples of companies that went through rebranding.
Jerry’s Guide to the World Wide Web
Blue Ribbon Sports
Software Development Labs
Conservation Corporation Africa
Bridge Gate Computers
1.5.1 House of
The House of Ramapuram had its
beginnings in a modest house in a small town, Pala, in the eastern hill tracts
of Kottayam, in Kerala state, India. Over the last hundred years, the family
earned its reputation and standing in the society, through highly educated,
accomplished and eminent personalities of their time.
Into this family was born, the young and
impressionable Emmanuel Ramapuram, in the year 1889. Having lived through the
epochal transition from one century to another, he was appointed as the Ranger-in-charge
of 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 to
cancer in 1949, the sprawling plantations in Coorg and Kerala were not all that
he 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 name
of the Ramapuram family, establishing it as a business group that always put
ethics above profit. Following Emmanuel Ramapuram’s untimely demise, Thomas,
the eldest son had to discontinue his final year of graduation in Agricultural
Sciences and take over the reins of the family business at the tender age of
Today, the legacy of Thomas E. Ramapuram
is being taken forward by his seven sons. By making ethical choices based on a
strong spiritual foundation, the group has grown steadily to establish itself
as a name to reckon within plantations and has further diversified into the leisure
and hospitality sector with Orange County Resorts.
The seven sons of Thomas E. Ramapuram:
Dr John Ramapuram
• Excellence: Strive relentlessly; constantly improve ourselves,
our processes, teams, our services, and our products to become the best.
• Integrity: Honesty, fairness, and trustworthiness in all
aspects of our business. This is the basis for sustaining long-term success.
Our values will not be subordinated to gains/advantages.
• Respect for
People: Treat all
people with respect and concern. We shall strive to develop our core strength –
our people – by being the wind under their wings, allowing them to realize
their full potential.
• Social &
Environmental Responsibility (Sustainability): We shall ensure meaningful and lasting benefits for
the natural environment and communities that surround our operations.
• Entrepreneurship: Through constant learning, openness, and willingness
to change, we shall nurture entrepreneurship to consistently achieve a high
rate of growth.
1.5.2 ORANGE COUNTY
‘Welcome to the
enchanting world of Orange County Resort’
This is a world of luxury holiday
experiences, so steeped in the lore of the land, in the culture of its people
and in the untainted beauty of the region that it enjoins you to be one with
the spirit of the land.
Orange County Resorts and Hotels Ltd is
a public limited company registered under the Company’s Act 1956. It has its
corporate office in Bangalore. It has three operational resorts at Coorg,
Kabini and Hampi, Karnataka and a fourth resort under development on a secluded
beach in coastal Karnataka.
The company is driven by ethics and
values just as much as its vision which is embedded in their tag line – Spirit of the Land. The Orange County
experience aims at giving the best amenities and services to the guests and
also gives them a taste of local experiences. This is evident in their native
and eco-friendly architecture, locally inspired activities and interaction with
the ethnic communities. Thus truly enabling the guests to learn and taste the
spirit of the land.
Orange County started with its first
resort at Coorg in 1994. It is built in the middle of a 300 acre plantation of
coffee and spices with the Dubare Reserve Forest on one side and river Cauvery
on the other. Rooms are in the form of Heritage Pool villas which are inspired
by Kodava homes or Lilly Pool Villas keeping with the theme of a plantation.
The second resort was in Kabini, opened
in 2007 with wildlife as the theme. The Kadukuruba Hadis was the inspiration to
the design of the resort helping the guests experience the tribal culture and
the wonders of the Nagarhole National Park. It enables the guests to experience
wildlife the tribal way.
The third resort in Hampi came up in
2016. Influenced by the Vijayanagara Empire architecture, it is a beautiful
blend of modern luxuries with traditional architecture.
Orange County Resorts and Hotels Ltd is
committed to the concept of ‘Responsible Tourism’ through which it seeks to
enhance the economic, social and environmental well-being of the host
community, apart from incentivizing the retention and regeneration of their
The brand ‘Orange County’ is committed
to employing the best in environmental and ecological practices in technology,
equipment and operational processes.
At Orange County no stone is left
unturned to give the guest the most luxurious holiday. Yet, no stone is turned
unnecessarily, and the natural balance of man and his environment is preserved
and protected. What the guests get with them are the world’s most exclusive
holidays, where one is drawn into the warp and weft of indigenous cultures
without losing out on the luxuries that are a privilege.
An experience that helps one discover
that the mind, body and soul are in perfect harmony when you are one with the
Spirit of the land.
Vision and Mission
Core Vision of Brand Orange County –
‘To be the most sought
after true to the land of origin experience in every product offering’
Core Mission of the Brand in Resorts –
‘To provide exquisite
holiday experiences, while preserving the purity of nature and culture of the
company believes that travel has been made easy for those who wish to travel
because of the various advancements in technology and transportation and the
availability of more time. This also comes with the disadvantage of pollution
of the places visited. This resulted in
their philosophy ‘Responsible tourism’. It came as an answer to the emerging
care to be given to the environment while meeting the needs of the people. This
is done easily as the family had always been rooted to the earth through the
plantations and believed that the land and the people who worked for them in
that land are always in harmony. At the resorts, they try their best to deliver
true to the land experiences while being pampered in ultimate luxury.
are many ways in which the company does their bit to save the environment. They
plant local trees, promote local fauna, build on the local terrain, is a part
of and encourages reforestation and protection and preservation of local water
sources. Recycled water id used in the resorts, alternate sources of energy is
used, use of plastic is almost nil, and they have effective waste management
systems in the resorts and promote the use of recycled paper.
Economy and fair trade
resorts are a great opportunity for the local people to get employed. Local
produce and products are promoted and supplies are received from local
company encourages and supports the local community financially for reasonable
projects that prove to be beneficial to the community. This is mainly aimed at
making greater economic benefits to the local people.
company contributes to promotion of education, better health care, betterment
of public utilities, and improvement in housing and also involves the local
people when taking decisions that may affect their lives too.
Orange County enables their guests
to experience the local while staying in luxury, while on a holiday.
The places chosen for establishing
these resorts are those which are considered to have the capacity to attract
their target audience. Already established projects in Coorg, Kabini and Hampi
have become a nationwide attraction to people from far and near. The capability
of the upcoming project in Karwar is also forecasted as huge.
Such exotic and unusual locations
are 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 of
business opt to start resorts and hotels in known destinations.
The guests enjoy their holidays in
luxury, being pampered with the Vaidyasala (Ayurvedic spa), the private pool
villas, pool huts and being served mouth watering food in some of the most
spectacular settings offering an extensive selection in Indian and Continental
The service is sold directly to all
the customers who come and stay in the resort.50% of the sale is done through a
direct sales team based in the office in Bangalore. The other 50% of it is done
through Domestic and International travel agents.
Earthitects – ‘Architects of the Earth’
The ambition of this subsidiary is
not to build the biggest skyscrapers. Their aim is to build homes that emerge
from the Earth and blends into the surrounding natural habitat.
The Earth Reserve
is a collection of homemade jams, preserves and pickles that are natural and
traditionally inspired. These products are free of artificial colours and
preservatives. They aim to retain the natural purity and goodness of the
1.5.3 Organisational Structure
type: Closely held Public Limited Company
Boutique luxury resorts in enchanting locales
House of Ramapuram
Net worth: USD 100 Million
pattern: 100% held by Promoters (non-encumbered)
Resorts: 3 Resorts (Location- Coorg, Kabini & Hampi, Karnataka, INDIA)
Construction: Resorts at Karwar, Karnataka, INDIA
Current Inventory: 149 Cottages & 46 Rooms (66 Cottages at Coorg, 37
Cottages at Kabini & 46 Rooms at Hampi)
Employee Strength: 800 Employees
Status: All ‘owned’ properties.