In the previous edition of Asian Gaming Intelligence we were a little sharp regarding Melco Crown’s corporate identity comings and goings. It seems though that Galaxy Entertainment Group is not blameless in this regard.
A tentative tendency has also been noted in Galaxy’s choice of name for its flagship integrated resort on Cotai. The drawing board name was generally ‘Galaxy Mega Resort’. Latterly ‘Cotai Mega Resort’ crept into the picture. Now the name ‘Galaxy Macau’ is doing the rounds. AGI is wondering where that leaves StarWorld, Galaxy’s property on the Macau peninsula.
Brand names are a little bit like motorway (freeway) signs. They need to be instantly intelligible and without ambiguity. Perhaps Galaxy will use some of the money it saved on the bond buy back to come up with a branding for their Cotai resort that doesn’t need a second take.
