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Nurali UrmatMarketing 590 – Marketing of ServicesApril 4, 2016Banyan Tree Resorts and Hotels1.What are the main factors that contributed to Banyan Tree’s success?2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?The following few points is what makes up the company’s brand positioning: The use of localflavors and construction of property designed to blend into the natural landscape of the surrounding environment is the key to why the resort attracts the travelers that it does. The company also lets its employees to vary the service delivery according to local culture and practices, as long as they were consistent with the brand promise of intimacy and romance.