March 31, 2006
Brand Naming: InterContinental Gambling on a Budget Brand
InterContinental Hotels Group is hunting for a new budget brand name to add to its collection. Already in control of the mid-priced InterContinental and Holiday Inn brands, IHG's new hotel brand name will be positioned below their Holiday Inn Express offering.
I think the new hotel brand name will dovetail nicely with the chain's plans on expanding through China and focusing on growth in the Asian gambling center of Macau, where, by the way, Hilton and Starwood are also launching their own hotel chains.
In my opinion this name development project offers a challenge to the person doing the brand name research and brand naming for the new budget hotel brand -should it be a name aimed solely at the Asian market or be with an universal appeal?
We will find out soon enough, probably within the next twelve months.
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