What’s in a name?: Effective branding of casino properties

Sands by night
Sands by night

The role of branding in the marketing of casino properties has somewhat lessened in significance over the last two decades. One major reason for this decline in significance are the mergers and acquisitions which have gathered steam during this period. Yet, from the vantage point of the customer, branding remains as important as ever. I would go so far as to argue that despite the consolidation and the consequent rebranding of properties, it behooves casino operators to use the power of individual brands as a key ingredient in their marketing strategy. An example from packaged consumer goods will drive home the point. Procter & Gamble (P&G) has hundreds of brands, all having their own identity. In fact, how many consumers would know that Era, Tide, Cheer and Gain are all laundry products made by this company? For branding to serve its key purposes, it needs to be strategically managed...

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