Best Western Gives Itself a Complete Brand Refresh and Launches Boutique Brand
Skift Take
We like the budget design approach of GLō, even if we don't understand the spelling or capitalization. Someone should tell Best Western that even millennials like simplicity.
This week the Best Western brand is repositioning itself as Best Western Hotels & Resorts, introducing a new master brand logo, and announcing the launch of a new hotel brand in its portfolio.
“Much of this rebranding and repositioning that we are adopting today is the combination of the journey over the past several years. When you think even about the company name, it is really asserting our position within the market and claiming the space in a really visible, transparent way to our customers,” says Dorothy Dowling, senior vice president of marketing and sales at Best Western.
Best Western’s last brand refresh was in 1993. Yet as the brand gears up to celebrate its 70th birthday next year, Dowling points out that the company’s evolution was a necessary process
