of its New Hotel Brand Identity
|Aug 8, 2006 Mr. Michael Meade, the Senior Vice President Sales
and Marketing for Jin Jiang Hotels, the largest Asian owned hotel group
, has announced that Jin Jiang International Hotel Management Company (Jin
Jiang Hotels) has completed the development of its new hotel brand identity
and has commenced using the new logos.
To unify the market image of its hotels, and distinguish the different hotels star grading, Jin Jiang Hotels consigned one of Asia’s leading professional brand agencies to develop the new identity over the past 12 months. The key element of the new logo is the double “J” mark which represents the first two letters of Jin Jiang and the roof line of a Chinese Imperial Palace.
The key element of the Mark is the double 'J' which represent the first letters of Jin Jiang and the Roof of a Chinese Imperial Palace.
The Mark, the English letters 'JJ', relate to 'Jin Jiang' – a famous Chinese brand. It is also a part of our efforts to raise awareness of the Jin Jiang Hotels among overseas guests and is a statement of our ambition towards internationalization. It embodies our vision to serve the world.
The right hand, bottom corner of the Mark is the integrated graphic
representation of the Roof of the Chinese Imperial Palace and 'J', offering
“It is a statement of our move towards internationalization and embodies our vision to be a globally recognized hotel company.” said Mr. Meade. The new logo also represents Chinese tradition where a Palace can provide accommodation for guests.
Jin Jiang Hotels offers true Chinese Hospitality with international standards, treating every guest as a “Jia Bin”or “favoured guest”. The new logo is similar for all of the hotels, with differentiation between the various star levels being achieved through the use of colours and star symbols. It’s the first step of Jin Jiang Hotels’ branding strategy to design and promote the new logo identity.
The target of the Jin Jiang Group is to set up a brand family comprising of five to seven multi-positioned sub-brands within three to five years. Mr. Meade said that to realize this target, Jin Jiang plans to set up key brand strategies including :
|Also See:||Accor's Partnerships with Beijing Tourism Group and Jin Jiang International Management Corporation Fuels Hotel Management Contract Growth in China / Aug 2003|
|Accor and Jin Jiang Establish a Hotel Sales Network in China; The Jin Jiang Oriental Tower Hotel in Shanghai to be Reflagged Sofitel Jin Jiang Tower, Pudong / Jan 2002|