When's the right time to strangle a brand?

The right time 's the time when the brand doesn't mean anything to anybody. Its the 'middle of the road' that the brand finds itself stuck in. Neither differentiated nor possessing mass appeal.

Take the case of the 'Residency' brand of hospitality properties under the Taj Group of Hotels umbrella. A few of the Residency properties found themselves trying to ride the premium bandwagon whereas others were just about adequate as budget properties. Though the earlier positioning space occupied was Business Hotels, the diversity among business travellers resulted in a discrimination amongst hotels within the 'business' cluster.

Realising this, the Taj Group has now embarked on aligning their Residency properties to spaces that they believed were relevant to each property. As per the new strategy, properties with lower revenue per room (RevPAR) will be brought under its four-star brand Gateway while the ones performing better will be renamed Taj Premium. The first Taj Premium property is likely to debut in Bangalore by the end of the next month.

Now that's what I call a smart branding move.


Unknown said…
Bangalore, often termed to be the Silicon Valley, holds a major chunk of the responsibility of transforming India into an economy to reckon with that it is now and a prospective superpower in the near future. The excellent weather, the warmth of the people, and the beauty of nature have always put Bangalore on the high ranks in a travelers’ book. In the past decade or so Bangalore has become the IT capital of India and immediately the city saw a phenomenal spurt in its tourism sector. Bangalore was no longer a leisure traveler’s delight, but the city became a major financial hub. Soon delegates from all over the world had to visit the city. In keeping with the taste and travel inclination of the international delegates and business travelers a number of world class luxury and business hotels in Bangalore were opened. Big names in the hospitality industry like the ITC Welcom Group, the Taj Hotels etc have multiple hotels in Bangalore. Only recently Taj opened its 5th property in this beautiful south Indian city. A few months back ITC Welcom Group also opened its 2nd property in Bangalore. The hospitality industry is also opening budget hotels in Bangalore that have a fine mix of business and luxury in a flexible budget.

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