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Ritz-Carlton had done such a good job of establishing its brand as a premium hotelier, it was having difficulty branching out into new hospitality and real estate categories. In particular, Ritz-Carlton was introducing a vacation club concept that was being overshadowed by the hotel brand and being misunderstood as a result. They came to RightMinds to develop concepts for testing purposes to determine the visual and verbal cues that effectively defined the new product relative to the hotel brand.
Alternative concept creation based on desired takeaways
Online survey development targeted at affluent consumers
Analysis of survey data for visual and verbal effectiveness
Revision of concepts to test conclusions of initial analysis
Comprehensive recommendation for concept guidelines
Ritz-Carlton was able to develop new guidelines for sub-brands
The brand used the information to more effectively differentiate the new offering
Decisions about branding other new ventures will be informed by the results
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