The case describes the challenges faced by Centara Hotels and Resorts, a leading Thai hotels operators to grow on international markets. The brand has a strong brand equity on its domestic market but its brand awareness remains weak on international markets. To compete against strong international hotels brands in Asia, the new Deputy C.E.O Markland Blaiklock must bring some clarity on existing Centara Hotels and Resorts brand architecture to avoid brand confusion and brand cannibalism. He must also launch a new brand on new markets with high potential growth and position clearly this new brand to win.
The key learning objectives for students are: (1) familiarize students with the challenges of building a strong international brands in an Asian context (2) to illustrate ways to organize company brands to support future growth (3) to illustrate the need for a strong alignment between a company strategy and its brand strategy (4) to illustrate the impact of a company culture on its ability to build a strong brand