MADRID, SPAIN— Brand Identity compliance topped the list of subjects discussed at Best Westerns International Board meeting here as the chain took the next step in improving branding and consistency. Best Westerns current brand identity standards have been in place for three years in Europe, and since 1995 in North America and all other international locations. The global brand identity initiative builds upon Best Westerns commitment to bring enhanced consistency and clarity to its diverse portfolio of hotels. The brand took major steps forward in January of 2002 with the implementation of BestRequests, 16 (14 internationally) of the most frequently requested amenities and services guests ask for— now available in every Best Western hotel. The Best Western sign and logo are the most important assets to the company, said brand President and CEO Tom Higgins in a prepared statement. Although the majority of its members and affiliates have made the commitment to proper branding requirements, some have not and by July 15, those hotels that do not comply will have be put on notice and will be given a timeframe to take corrective steps, he said.
