The Wyndham Hotel Group added a new brand for hotels to its collection of almost three dozen well-known names: Trademark.
Wyndham’s current stable of lodging labels for its lineup of 8,000 locations includes Microtel, Ramada, Days Inn, Super 8, Howard Johnson, Travelodge, and Knights Inn. The company’s new brand “the Trademark Hotel Collection” is represented a bold “TM” with the letters connected.
The company announced on Tumblr that it would license the name to “hoteliers who operate landmark, 3 - 4 star hotels to maintain their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty program.”
Wyndham’s post quoted its VP of brand marketing and insights, Lisa Checchio: “A trademark is a symbol of character, an emblem of individuality. Trademark isn’t just another brand: it’s a rally cry for independent entrepreneurs who aren’t afraid to make their own mark.”
Trademark will be a “soft brand.” In the hotel industry, a soft brand is one that is used to link independently owned or operated hotels to the resources of a major chain. Individual hotels affiliated with a soft brand retain their separate names, designs, and reputations.
Wyndham isn’t the only company that has had the idea of using “Trademark” as a trademark. There are currently 11 registrations for “Trademark” and two more pending. They cover goods and services such as plastics, olive oil, word processing fonts, alcoholic beverages, building construction, trucking, and a retail store.
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