Bass is replacing its name and red triangle logo with a new name, Six Continents, based on the title of an existing loyalty scheme. The group agreed to give up using the Bass trademark by August 2002 after it sold its breweries. Shareholders will be asked to give their approval this month. Chief executive, Tim Clarke said the group was no longer a brewer but a global hospitality group with a clear focus on international hotels and leisure retail: Six Continents is a name which emphasises the global spread of the company and a name which will soon become synonymous with our strong hospitality service brands.
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