WHAT'S IN A NAME Hilton Makeover

In what one of the global legacy brands has termed a holistic solution, Hilton Worldwide has added "& Resort"s to its logo and name which now reads Hilton Hotels & Resorts.
Despite at one point being one of the best known hotel brands in the world i.e. 'Take Me To The Hilton', the brand has seen erosion at its upscale presence for a number of years.
A high profile lawsuit between Starwood over claims of economic sabotage stalled the launch of the Denizen boutique brand for Hilton Worldwide.
Much ink has been spilled over this quandary and as of late a greater focus in Asia over the luxury Waldorf Astoria brand, though to a casual observer the stylized "W' character could seems a bit eery.
In Thailand expectations are to view Doubletree by Hilton as a growth segment.
As for the logic and true value of corporate name changes, they remain a hit and miss proposition for those who may remember missions to nowhere such as Six Continents.