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Preferred Hotels Reverts to Original Name

Published Wednesday, June 01, 2005

Branding is one of the most crucial elements in hotel marketing, one of the reasons IndeCorp last month changed its corporate name back to Preferred Hotel Group. The multi-brand collection of hotels was founded 23 years ago as Preferred Hotels, a referral group for luxury properties in North America. It adopted the IndeCorp name in the late 1990s. “The IndeCorp name really didn't describe what we did or who we are and was a wasted opportunity for promotion,” says Chairman and CEO John Ueberroth, who has been working on the reimaging since he took the group's top job ...

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