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Best Western Looks For Product Definition

Published Tuesday, October 27, 2009

David Kong wants the world to know Best Western is neither segmenting its brand nor launching new ones. “It’s really a marketing communications strategy,” the chain’s president and CEO emphatically told members last week in describing a proposed “descriptor” initiative that, if adopted, would better differentiate the group’s properties for consumers. “I’m not talking about launching new brands. It’s about communicating to consumers that we offer them choice in our diverse portfolio.” Speaking on the first day of the chain’s annual convention in Phoenix, Kong and other executives were light on details on how the ...

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