Facilitating rapid global growth. With almost 100 properties across 22 countries, the Rotana family of five property brands has been recognised as the fastest growing hotel brand globally. Facilitating Rotana’s phenomenal growth over the years demanded a fully comprehensive approach which involved brand positioning for not only the corporate entity but each individual property brand. An endorsement strategy was adopted for the brand architecture; an approach which leverages the brand equity of the Rotana brand whilst tying all the property brands together. The brand continues to be rolled out under the unified brand promise, “Treasured Time”.