​What's In A Name?
Brunch Mumbai|March 5 2017

A lot, especially in the hospitality industry where hotel chains are constantly reinventing themselves.

Vir Sanghvi
​What's In A Name?

A MONTH ago, the Taj Group finally made the announcement that the hotel and travel trade had long been expecting. At an elegant lunchtime function held at the flagship hotel in Mumbai, the company’s CEO Rakesh Sarna unveiled the Taj Group’s new branding. There were a few surprises. The struggling (but apparently, very nice) safari lodges got their own brand: Taj Safaris. The Delhi Taj got renamed Taj Mansingh officially, which is what everyone called it unofficially anyway.

But the big announcement was the rebirth of the Taj brand. Chinmai Sharma, the Taj’s Chief Revenue Officer,announced (by implication) that there would be no more Vivanta or Gateway hotels. Everything would be called Taj.

From a commercial point of view, the move made absolute sense. When you take hotels with the Taj brand (such as Mumbai’s The President) and downgrade them to Vivantas, you lose out on perceived value. Guests will expect to pay less for a second brand.

Then, there is the staff aspect. A three-tier structure creates a caste system within the company. A guy who works at a Taj property resents being shifted to a Vivanta.

And finally, there were the operational and conceptual imperatives. Nobody had properly thought through the branding when it was first implemented. An ad campaign for Gateway Hotels advertised a hip product that did not exist. The Vivantas had no unifying feature to give the brand an identity. The Connemara, which should be to Chennai what the Taj is to Mumbai or the West End is to Bengaluru, was downgraded to a Vivanta and put in the same category as the new, faceless, ugly hotels that the Taj had taken on management contracts.

Bu hikaye Brunch Mumbai dergisinin March 5 2017 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Brunch Mumbai dergisinin March 5 2017 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

BRUNCH MUMBAI DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
More Than A Sporting Chance - Sunday Drive
Brunch Mumbai

More Than A Sporting Chance - Sunday Drive

The new SUV from the traditional AstonMartin may be the game changer the company needs

time-read
3 dak  |
February 9, 2020
Time To Respect The Tandoor - Rude Food
Brunch Mumbai

Time To Respect The Tandoor - Rude Food

No, it’s not just an oven for flabby broiler chicken tikka. It is India’s contribution to the global barbecue tradition.

time-read
6 dak  |
February 9, 2020
YOUR TRYST WITH DESTINY
Brunch Mumbai

YOUR TRYST WITH DESTINY

Astrologer, numerologist, tarot reader and vastu expert Mr P Khurrana looks at what the stars may have in store for you this fortnight

time-read
3 dak  |
February 9, 2020
SUSHI SO FINE!
Brunch Mumbai

SUSHI SO FINE!

Meet former Nobu chef Edwin Sta, whose new restaurant in Pune is what every serious Japanese food lover is talking about

time-read
3 dak  |
February 9, 2020
Past Perfect - spectator
Brunch Mumbai

Past Perfect - spectator

There comes a time in life when looking back is as much of a joy as looking forward

time-read
4 dak  |
February 9, 2020
BEYOND THE CHERRY BLOSSOM
Brunch Mumbai

BEYOND THE CHERRY BLOSSOM

There’s so much more to Japan than sakura, geishas and tea ceremonies

time-read
4 dak  |
February 9, 2020
BEFRIENDING ECONOMICS
Brunch Mumbai

BEFRIENDING ECONOMICS

A courageous attempt at understanding the queen of the social sciences

time-read
3 dak  |
February 9, 2020
ARTIST OF ALL TRADES
Brunch Mumbai

ARTIST OF ALL TRADES

LEAVE ALONE CURATOR AND CREATOR, BOSE KRISHNAMACHARI IS ALSO A TRAINED DANCER, THEATRE ARTIST AND A FORMER RESTAURANT SKETCH ARTIST! WHAT DOES HE ENJOY THE MOST?

time-read
7 dak  |
February 9, 2020
Six-Pack At Any Age!
Brunch Mumbai

Six-Pack At Any Age!

IF AGE MAKES YOUR METABOLISM SLUGGISH, IS IT IMPOSSIBLE TO GET SIX-PACK ABS? IT’S NOT, SAYS ACTOR ROHIT ROY, AND SHOWS YOU HOW YOU CAN DO IT TOO!

time-read
4 dak  |
November 24, 2019
Into The North Eastern Mist
Brunch Mumbai

Into The North Eastern Mist

Arunachal Pradesh is one of India’s most beautiful states and most of it is unspoilt and untouched by time

time-read
6 dak  |
November 24, 2019