The Oberoi Group of Hotels - Co-Branding and Re-Branding of the Trident Brand



Case Code : CLMM051
Publication date : 2009
Subject : Marketing Management
Industry : Hotels and Hospitality
Length : 09 Pages
Price : Rs. 100

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Key words:

Strategic alliance, Franchising agreement, Management contract, Hospitality chain, 'Five star' business hotel, Leisure travelers, International marketing, Services marketing, Brand strategy, Co-branding , Re-branding, Oberoi Group, Trident, Hilton, East India Hotels


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In 2008, India's Oberoi group of hotels prematurely terminated its 15-year franchising agreement with Hilton International to co-brand Trident as Trident-Hilton. This case discusses the motives of the partners when they entered into a strategic alliances in 2003, and the reasons for the divergence in their interests over the next five years. It also outlines the challenges faced by the Oberoi group in re-branding the Trident brand and promoting it in international markets as a stand-alone brand.


  » Success and failure of a strategic alliance for co-branding in the hospitality industry.
  » Franchising agreements / management contracts for hotels.
  » International marketing in the services sector.


India’s Oberoi group of hotels (Oberoi group) went through significant changes in its branding strategy for the Trident brand, including a 15-year franchising agreement with Hilton International to co-brand Trident as Trident-Hilton effective from 2003...

Questions for Discussion:

1. Critically evaluate Yahoo's ad campaign. In your opinion, would it (have) succeed(ed) in achieving the company's objectives? Elaborate. Or, as one critic said, is it "more likely a sign of desperation than it is a sign of confidence"?

2. What else can Yahoo do to promote its services and products?

Cases on related topics

1. M S Oberoi and His Legacy
2. What's in a Name? Lessons from Three Rebranding Exercises in India