Royal Caribbean Cruise Line (RCCL) - A Brand Portfolio Analysis

Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing grade: 70% University of Westminster course: Branding Management language: English abstract: Corporate brands are defined by many as one of the most fascinating phenomena of the 20th century's business environment. In today's reality they are also considered sometimes as a religion a belief or even a lifestyle; they are adored venerated and coveted by people and organizations alike (Keller 2008). Balmer in his article Corporate Brands: what are they? What of them? (2003) defined corporate brands as a product of an organization's corporate strategy mission image and activities which communicates brand's values and in the meantime affords a means of differentiation from their competitors. It is also said to enhance the esteem and loyalty of the stakeholders for the organization.This paper will give an examination of the nature the typology and the management of a well known corporate brand operating in the Tourism industry: Royal Caribbean Cruises Line Ltd (RCCL). Adam Weaver in his article Complexity at sea: Managing brands within the cruise industry (2008) stresses how in the late eighties corporate consolidation within the cruise industry had as a result many cruise brands to be a part of a brand portfolio. In the complexity of the cruise industry culture languages and country of origins represent a major challenge for managers when adapting their brands across an international environment and portfolios are always bigger (Weaver 2008). Originally Royal Caribbean Cruise LTD's strategy to overcome the complexity of this issue has been to opt for a Global brand strategy instead of a multiple decentralized local brands strategy which on the other hand has been Carnival Corporation's main strategy also main RCCL competitor as well as market leader for the global cruise industry (Weaver 2008).However some of the latest operations m