By 2003, it had acquired an assortment of properties, all of which adopted the Taj name (though in different ways), and many of which failed to deliver the Taj brand promise. The TAJ group completed a comprehensive transformation that would include repositioning its signature Taj brand, rethinking the brand architecture strategy, and introducing three new brands to its portfolio: Vivanta by Taj, The Gateway Hotel, and Ginger, in 2003. Landor was behind this rebrand.