A wave of failures and consolidation in the 1990s has led to many lines existing only as "brands" within larger corporations, much as a single automobile company produces several makes of cars. Brands exist partly because of repeat customer loyalty, and also to offer different levels of quality and service. For instance, Carnival Corporation owns both Carnival Cruise Lines, whose former image were vessels that had a reputation as "party ships" for younger travelers, but have become large, modern, yet still profitable, and Holland America Line, whose ships cultivate an image of classic elegance. In 2004, Carnival Corporation had merged Cunard's headquarters with that of Princess Cruises in Santa Clarita, California so that administrative, financial and technology services could be combined, ending Cunard's history where it had operated as a standalone company (subsidiary) regardless of parent ownership.[19] However, Cunard did regain some independence in 2009 when its headquarters were moved to Carnival House in Southampton