The FT has conducted an interesting interview with Andrew Cosslett, chief executive of Intercontinental Hotels Group on FT where he talks about the rebranding of Holiday Inn. Brand management in any industry is about keeping your strongest brand equities and assets alive and this is just simply about taking it onto the next level. The brand feels a bit dated, and needs a revamp. Many other hotel companies have similar plans, for example Whitbread is to change the name of Premier Travel Inn to Premier Inn at a total cost of £21m.
One of the new concept introduced is going to be the sounds and smells when as you arrive; the retail industry worked out the importance of this a long time ago. The costs for the overall programme over the three to four years is going to be over US $1 billion - £500 million in terms of value - Intercontinental will be injecting £30 million, to get the ball rolling.
View the full video at: http://www.ft.com/cms/c9554e94-757d-11dc-b7cb-0000779fd2ac.html
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