50633053-Banyan-Tree1.docx - Banyan Tree Branding the Intangible Banyan Tree Branding the Intangible Synopsis Banyan Tree Hotels and Resorts had become

50633053-Banyan-Tree1.docx - Banyan Tree Branding the...

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Banyan Tree – Branding the Intangible Banyan Tree – Branding the Intangible Synopsis Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy, Banyan Tree had launched new brands and brand extensions that included resorts, spas, retail outlets, and even museum shops. Now, the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree, its flagship brand. Study Questions 1.What are the main factors that contributed to Banyan Tree’s success? 2.Evaluate Banyan Tree’s brand positioning and communications strategies. Can BanyanTree maintain its unique positioning in an increasingly overcrowded resorts market? 3.Discuss whether the brand portfolio of Banyan Tree, Angsana, Colours of Angsana, aswell as the product portfolio of beach resorts and city hotels, spas, galleries, and museumshops fit as a family. What are your recommendations to Banyan Tree for managing thesebrands and products in future? 4.What effect does the practice of corporate social responsibility have on brand equity? 5.What potential problems do you foresee in bringing Banyan Tree to the Americas, Europeand the Middle East. How could Banyan Tree address those issues? 1. What are the main factors that contributed to Banyan Tree’s success?

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