FORTE'S upmarket brand Le Meridien has hired consultants Landor to undertake a review of its brand worldwide.
The 108-strong chain says it wants to reassess where the brand is going and what it stands for following a rush of acquisitions.
Marketing controller Simon Walker said: "We don't know if we will be making any alterations at this stage, we just want Landor to look at the brand and review it."
Landor executive creative director Peter Knapp said: "Le Meridien has a diverse estate which has been built up over a long period of time. There is now a need to see how Le Meridien brand can be strengthened to offer a consistency of product while maintaining a unique feel for each hotel in the chain."
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