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Re Branding project

January 15, 2013

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The Mandarin Oriental hotel

The hotel chain started as The Mandarin in 1963. The chain grew in popularity for its luxurious accommodations through out China. During the same time another well known brand known as The Oriental, they too was known for luxurious accommodations. In 1985 The Mandarin and The Oriental combined.

Today they have hotels in 27 different countries including the US (New York, San Fransisco, Las Vegas, Boston, Miami, and Washington DC) With a net income of US$80 million (2006), it is safe to say they are a successful hotel brand.

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Proposal:

What I propose, is not rebranding but incorporating a new brand, which celebrates the original brand “The Mandarin”. The new brand will be a higher end version of The Mandarin Oriental offering 5 star accommodations to its already exciting loyal guests, as well as attracting new travel oriented individuals. The new brand will also give customers options in hotel choice with in the brand of The Mandarin Oriental Chain as well as diversify the bard. The New brand “Mandarin” is a shinning example of bringing in old taste in traditions to the 21st century in Luxury hotels. Mandarin, will be inspiring to young high end guests, yet elegantly familiar to its loyal traditional consumers.

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