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Harrah's new branding
 April 10, 2008, 9:28 am (4 years ago)Harrah's is known to be one of the well known brands in the land based casinos they will soon take a refreshing change in order to create a new identity following an announcement that was made recently by Harrah's Entertainment, claiming as a decision of the board of directors it has now decided to change the casino company's name to Caesars Entertainment Corporation.
Harrah's chairman and chief executive Gary Loveman mentioned that the change will boost the company's international name recognition and reputation as a luxury brand as for lavish hospitality.
This new name "will provide our company with greater prestige and help attract strategic business partners as we pursue expansion opportunities in new jurisdictions," Loveman said in a statement.
Harrah's acquired the Caesars brand through a merger in 2005, making it the world's largest casino company by revenue.
It currently operates 50 casinos worldwide, including Caesars Palace, Flamingo and Bally's in Las Vegas, and Harrah's, Caesars Atlantic City and Bally's in Atlantic City, N.J.
Loveman says the Harrah's name will remain one of the company's three primary brands, along with Caesars and Horseshoe.
Harrah's was taken private by affiliates of private equity firms Apollo Global Management LLC and TPG Capital LP in a $17.1 billion deal completed in January 2008. The company has recently pulled out of joint ventures in Slovenia and the Bahamas.
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