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THOMSON’S German owner is to impose itself on the UK market with the launch of a master brand that will affect virtually the entire Thomson Travel group.

Preussag unveiled World of Tui as the brand that will unite all of its European product within the next three years.

TUI is Preussag’s tour operating arm and is totally unknown to UK customers.

Branding analysts said it will have little impact on consumers and was more of a corporate move.

Under the plan, Preussag will spend £18.7 million a year for three years rolling out the umbrella brand – along with a red smiley face logo. While individual brand names will remain, new colours and typeface will be introduced to match the new logo.