The popularly known Harrah’s Entertainment. is now known as Caesars Entertainment., this change has been discussed for more than 2 years and have now come to a final decision. Though Harrah’s will still be one of the company’s main brands together with Horseshoe and Caesar’s. It also operates Total Rewards and World Series of Poker loyalty program.
The change in the name truly reflects what the company is which is a luxury brand according to Gary Loveman, company Chairman and CEO. They have also started spreading the new name starting with the golf course acquired in Macau known as Caesars Golf Macau. In June 2005, Harrah’s acquired Caesars Entertainment. which is considered to the biggest acquisition made the company amounting to 9 billion. In April 2008, they thought of changing the company’s name to Caesars but did not push through.
According to studies conducted by Kathryn LaTour, hospitality marketing associate professor at University of Nevada, Los Angeles, “Caesars” has a more high-end ring to it comparing it to “Harrah’s” which mostly attracted mid-level players. According to LaTour, Harrah’s has a great reputation regionally but Caesars attracts more players world wide. Caesar’s is considered to be one of the largest casino operators worldwide having a total of 53 properties in six countries.
Several huge companies also followed suit in changing the company names such as MGM Mirage to MGM Resorts International and also Las Vegas Sand Corp. is considering a name change in the future.