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More Prestige in Caesars

Harrah’s is certainly a recognized name in the land gambling industry in the United states; the company is one of the largest casino operators in the U.S. market. But apparently the Harrah’s name just doesn’t go as far overseas and for that reason the company has announced a new company branding effective for the company’s entire international brand – Caesars Entertainment Corporation. Many land gambling companies in the U.S. have plans to operate in the international land and online casinos gambling industry and the Harrah’s Board of Directors voted to change the company’s brand to more effectively move into the international gambling market.

Few people outside of the land and online casinos gambling industry may be aware that the Harrah’s and Caesars companies actually merged several years ago, 2005, and are now the same company. Through the merger Harrah’s Entertainment became the largest gambling company in the world in terms of generated revenue. The Caesars and Harrah’s brand are the two of the company’s most prominent and recognizable brands, with the Horseshoe brand also prominent in the international arena.

Despite the fact that the three major brand names are effective separately, the Board of Directors at Harrah’s Entertainment felt that the change to Caesars Entertainment Corporation would open up more opportunities in the international land and online casinos gambling industries. The CEO at Harrah’s, Gary Loveman, noted that changing the name "will provide our company with greater prestige and help attract strategic business partners as we pursue expansion opportunities in new jurisdictions." The company announced the name change last week and will be going by the new name from this point forward.