Case | HBS Case Collection | September 2010 (Revised April 2015)

Taj Hotels, Resorts and Palaces

by Rohit Deshpande and Mona Sinha


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."

Keywords: Growth Management; Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Accommodations Industry; India;


Deshpande, Rohit, and Mona Sinha. "Taj Hotels, Resorts and Palaces." Harvard Business School Case 511-039, September 2010. (Revised April 2015.)