46 cover story
Mandarin Oriental
often seek to breathe new life
into the brand. Apart from
offering a means of generat-
ing sustained growth, it ena-
bles companies to charge a
premium, and is a source of
staff morale and pride. Strong
brands have also shown their
true value in their ability for
extension,’’ says Gary Mak,
General Manager of Lan Kwai
Fong hotel.
Mak adds that, after the
change in the ownership, the
investors wanted to focus
their investments in rebrand-
ing to achieve product differ-
entiation, to build up customer
loyalty and reposition for dif-
ferent market segments. And,
of course, to meet the new
owner personal preferences.
“ Our investor believes that re- help in the new development sign and service experience,’’ be a new market leader and
branding is a good investment plan for Hengqing Island. In says Mak. compete for a niche with the
opportunity in Macau, as it fact, the travellers’ prefer- city’s more well known big
may increase the number of ences are shifting from tra- Niche markets hotels: “ Macau is lacking in
mainland China visitors and ditional hotels to boutique small, chic and contemporary
South East Asia visitors, and hotels offering a unique de- The rebranded hotel wants to boutique hotels,’’ Mak says.
april 2009
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