Thomas Cook close to completing brand audit

Thomas Cook close to completing brand audit

Thomas Cook is close to completing a review which will see it ditch at least 20 of its global brands.

The company has already announced plans to pare down its portfolio of around 30 global brands to less than ten. In the UK it will reduce its proposition to three core brands.

Sales, marketing and ecommerce director Mike Hoban signalled the company would soon be unveiling its new streamlined group of brands.

“We are very close to finalising our evaluation to less than ten from around 30 brands,” he said.

As part of this week’s rebranding announcement, the company’s brands will adopt the new identity. The look and feel of brands such as Thomas Cook Sport, Thomas Cook Signature and Style are being changed  to look obviously part of the same group.

Brands such as Airtours and Neckermann, which already have a “distinct proposition”  and are well-known, will not change but will be promoted as “part of the Thomas Cook Group” and carry the new heart logo.

Hoban said the Airtours brand would also be subject to a review. “We will look at how we present Airtours,” he added.


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