Harrah’s to Change Name

Harrah’s Entertainment, Inc., said this week that it will change its name to Caesars Entertainment Corporation.  The move does not signify any sort of substantial change to the company itself; it is purely a marketing decision. 

The company believes the new name will allow it to “…capitalize on the high international name recognition enjoyed by the Caesars brand and to appeal to customers attracted by its connotation of luxury, opulence and world-renowned entertainment, dining and shopping options.” 

Added Gary Loveman, Harrah’s chairman, president, and CEO, “The change also reflects our evolution into a full-service entertainment company that offers a rich range of gaming and non-gaming amenities to our guests.” 

Properties that already include the Harrah’s name (such as Harrah’s casino in Las Vegas) will not change.  The Harrah’s brand will remain intact.