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This is the moment of brand transformation

Di Antonio Caneva English translation Paola Pr, 21 Settembre 2001

The success of some of the greatest hotel groups in the world originates from their high degree of brand recognition – the distinctive philosophy their logos manage to convey, and the emotions stemming from them. Cendant Corp. of Parsippany, for example, is the largest hotel group in the world with 6,455 hotels and 541,313 rooms operating, however, under various brands, from Howard Johnson to Days Inn and Ramada in the United States, capable of different messages. The increase in the importance of brands in a period of growing competitiveness is viewed as a strategic factor, and is currently the focus of consideration on the part of all operators. We are currently witnessing a general trend towards a redesigning of logos, often linked to a repositioning process. Summit Hotels and Resorts has revised its graphics, in view of highlighting a distinctive elegance; Sofitel – says Beatrice Mariotti, chief executive of the design agency Carré Noir, which created the new logo – explains that the logo should represent a delicate gem, and the setting reinforces the presence and personality of the brand. Bass Hotels has presented its new denomination “Six Continents”, illustrated by a starry sky; the Bonaparte Groups has transformed into UNA Hotels, characterised by a pattern of shields, as underlined by an attractive press campaign; the Envergure Group has unified the Clarine and Climat de France brands into the new Arabic-sounding Kyriad. Any hotel owner who develops a logo or decides to adhere to one of the many aggregation proposals, must be fully aware of the significance of the choice undertaken, which will accompany and often influence all future decisions. Says Fiammetta Ariani of Ariani & Partners: “The brand of a hotel is becoming increasingly important on the international hotel scene, because consumers tend to make their choices based on the quality standard a brand stands for. It is imperative for the individual hotel to select the brand that best suits its structure – if it is to draw the greatest benefits in terms of both income and image.”

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