[Skift] Professor Makarand Mody Discusses Taj Hotels Move to One Brand
While most hotel companies are constantly increasing the number of brands under their ownership, Taj Hotels Resorts and Palaces is rebranding under just one name: Taj Hotels, Palaces, Resorts & Spas, and Safaris. In a recent Skift article, Taj Hotels Bucks the Expansion Trend and Shrinks From Three Brands to Just One, Professor Makarand Mody discusses the Taj’s plan to phase out its Vivanta and Gateway brands by the end of the 2017.
“I think Taj, the core brand, the word in itself, has its own very strong equity. The new brand architecture will really try to leverage it. It will create a lot of coherence for the company, and the brand, and also for the consumer. In that sense, I think it’s a right move. The way the architecture was, it diluted the brand equity.” – Makarand Mody
Read the full article and more comments from Dr. Mody on Skift.