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Wednesday, 27 June, 2001, 16:15 GMT 17:15 UK
Bass hopes for name change
The Holiday Inn hotel in Johannesburg
Bass's Holiday Inn hotel chain will keep its current name
Hotel and leisure group Bass has joined the craze for corporate image makeovers.

The firm said it would be seeking shareholder permission to drop its red triangle logo - one of the oldest corporate symbols in the world - and change its name to Six Continents.

Bass is required to change its name and logo before August 2002, as part of the deal under which it span off its brewing division a year ago.

None of the established brands owned by Bass - including Holiday Inn and Inter-Continental hotels, All Bar One pubs and Britvic soft drinks - will be renamed under the current plan.

The new proposed logo for Bass
No more red triangle

According to Bass chief executive Tim Clarke, "Six Continents is a name which emphasises the global spread of the company."

Bass's hotel, pub and restaurant chain does indeed extend across six continents.

The firm said it had no plans to move into the seventh - Antarctica.

Healthy competition

The proposed name was chosen from a list of 10,000 entries, after the firm ran an internal competition among its staff.

The successful entrant will be sent on a luxury holiday, the company said.

That cost aside, Bass has set aside a budget of 375,000 towards the expense of rebranding.

The company's shareholders are due to vote on the change at an extraordinary general meeting on 20 July.

Separately, Japanese brokerage house Nomura won permission from the Department of Trade and Industry to acquire 988 of Bass's pubs.

The two firms agreed the deal, which is worth 625m, in February this year.

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See also:

24 May 01 | Business
US worries cloud Bass outlook
09 Jan 01 | Business
UK Post Office name change
28 Jan 00 | e-cyclopedia
Renaming: Sleight of brand?
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