MYTraveler
Guru
or challenge. While some people will love Safe Harbor, others will resent them. It's great pushing your brand but what about the customer who didn't like Safe Harbor in Massachusetts. Is he going to hold that against all Safe Harbor? Some will.
That is the inherent value of branding -- it tells the customer, in advance, what to expect. Think of McDonalds. Not the best burger in the world, but not bad, either. If you are on the road, looking for a decent quick lunch, knowing what you get at McDonalds is very valuable to the consumer. If each store were operated independently and under its own name, it would be a crap shoot for the consumer. The key is to have positive brand value.