PKF Rebrands After CBRE Merger


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Mark Woodworth: “CBRE is a terrific well-known brand, but they also realized that we were dealing with a 100-year well-known legacy.”
LOS ANGELES—PKF-HR is adopting the CBRE Hotels name officially in February of this year. The two companies merged more than a year ago, and have been slowly integrating their company cultures and branding. At ALIS this year, the PKF-HR announced that it would take the parent company’s name, but that its storied culture—the company is more than 100 years old—would carry over to the new firm…
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