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Article: The place to meet: with a new brand identity, Crowne Plaza Hotels & Resorts looks to capture the small meetings market. (Hotels).
- Article from:
- Hot Rod
- Article date:
- January 20, 2003
- Author:
CopyrightCOPYRIGHT 2003 Advanstar Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When most people see the Golden Arches symbol, odds are they immediately associate it with McDonald's, just as the "swoosh" is readily recognized as Nike's logo and the red wave as Coke's. These brand associations were highlighted by Kevin Kowalski, vice president of marketing for Crowne Plaza Hotels and Resorts-the Americas, at the Six Continents Hotels 2002 Global Investors Conference, and of course, clearly recognized by hoteliers in attendance. But Kowalski also emphasized the fact that Crowne Plaza was lacking any such brand identity. "We don't have broad scale awareness, and we don't own a clear space in the public's mind," he said.
Therefore, Crowne Plaza ...