Baker launches DineEquity™ — new name and identity for IHOP corporation
Santa Monica, CA (August 19, 2008) — IHOP Corporation, parent company of the IHOP and Applebee’s brands, has launched its new name, DineEquity, developed by Baker | Brand Communications. With over 3,300 restaurants in the United States and internationally, DineEquity is the largest full service restaurant company in the world.
IHOP Corporation‘s 2007 acquisition of Applebee’s created the need for a new corporate brand that would communicate world-class franchising opportunities, and a commitment to lead the family dining category. The company partnered with Baker to design a new identity that would broadcast its vision, franchisee focus, energy and value to employees, investors, and current and future franchisees. Baker developed the DineEquity name, brand platform and tagline, “Great Franchisees. Great Brands.” Other program components included a corporate identity system and employee launch communications.
Julia A. Stewart, Chairman and Chief Executive Officer of DineEquity, Inc., says: “With Applebee’s and IHOP, we have brought together two great brands, and we are beginning to demonstrate how we are more successful together than we could ever have been apart. Our name change to DineEquity reflects the promise of our newly combined company. We expect to deliver enhanced value to our shareholders, brand leadership to our franchisees, an improved restaurant experience to our guests, and a commitment to excellence by our employees.”
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For 25 years, Baker has partnered with leading corporations to achieve their strategic imperatives and engage stakeholders — to win. We position and amplify a company's competitive advantage by creating meaningful brand experiences. Our multidisciplinary teams draw upon new media and proven methodologies while offering clients relevant insights, expertise and dedicated support.
Gary Baker
President and Executive Creative Director
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g.baker@bakerbrand.com