While most students will know of Wyndham’s separate brands, many will not know of Wyndham the company. This case can be approached from two (related) angles: branding and social responsibility. With respect to branding, Wyndham suffered through most of its history without a solid brand identity. After a rebranding effort was launched, the 2008-2009 recession hit Wyndham hard. However, the company continued to work toward a more consistent brand image and expanding its international reach—both strategies for the long haul. With respect to social responsibility, Wyndham has used a stakeholder orientation marketing strategy as a major part of its rebranding effort. Wyndham is aware that a stakeholder orientation is connected to market share performance, financial performance, reputation, and employee commitment. The company works “to maintain social responsibility, as a way of living, working and playing that fully encompasses the vision and values that Wyndham Worldwide has incorporated.” Wyndham Worldwide has therefore adopted five core values of corporate social responsibility including integrity, respect, individual opportunity and accountability, improving customer lives, and community support. These values guide how Wyndham interacts with its stakeholders.
1. How does Wyndham’s stakeholder orientation create a strategic marketing advantage?
2. How do Wyndham’s diverse brands contribute to customer satisfaction and marketing performance?
3. Do the awards and recognition that Wyndham has received for social responsibility and ethics contribute to its financial performance? If so, how?