100%(1)1 out of 1 people found this document helpful
This preview shows page 1 - 5 out of 13 pages.
Banyan Tree Branding the Intangibleby: Group 5Pushpinder, Nisha, yuran and Toufiq
IntroductionAsia’s leading brand in luxury resorts and spas market and it extend its brand by introducing destination club membership, retail outlets and museums. It also introduced new brand ‘Angsana’ to extend its business globally.Established in 1994 in Phuket, by a former journalist named ‘Ho Kwon Ping’ and his wife ‘Claire Chiang’, a good advocate of corporate social responsibilityIt have ownership interest in 25 resorts and hotels, 68 spas, 65 retail galleries and two golf courses in 23 countries including Maldives and Indonesia Got its name from a fishing village ‘Banyan Tree Bay’ on Lama Island in Hong KongIt had won 400 international awards that include:Best Resort Hotel in Asia Pacific (Phuket)Best luxury hotel (Lijiang)Best hotels for room (Bangkok)PATA Gold Award (Bintan)Providing more than accommodation as it mainly focused on privacy and intimacy, as it provide individual villas with private pools, Jacuzzi, spa etc.
Main FactorsEffective marketing: banyan tree logo and the marketing tagline, ’sanctuary for the senses’Use of public relations and global marketing program to create brand awarenessTarget high end wealthy customersCorporate social responsibility practicesProtect natural and human environment by using biodegradable and non-toxic materialCorporate social responsibility committee to handle relevant issueInvolving local communities and guests in environmental preserving activitiesSuperior brandingUnique concept that include the architecture, furnishing, landscape and vegetation that reflect the local culture and heritageIt design that represent the natural landscape and use of natural foliage and boulders Unique service that include:Outdoor Banyan Tree spa with complete privacyIntimate moment package for couples, proposal, wedding, honeymoon and anniversary packages
Brand Positioning and Communication StrategiesBrand Positioning- Banyan tree brand positioning is sanctuary for the senses