Banyan_Tree_Brand_Expansion - Banyan Tree Brand Expansion 1 Identify the primary issues in the case When expanding the brand globally the existing

Banyan_Tree_Brand_Expansion - Banyan Tree Brand...

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Banyan Tree Brand Expansion 1. Identify the primary issues in the case. When expanding the brand globally, the existing methods and new methods need to ensure that brand image and core value must not be diluted by too generic target market or vague market position. When expanding the brand into different countries and regions, the competition within a specific location and competition between different locations are impossible to neglect. 2. What value propositions does Banyan Tree offer as an experiential brand? By leveraging the natural surroundings unique to each location and adding consistency in the designs, facilities (including spas), ambience (including romance), and services (including warm hospitality) offered, Banyan Tree created strong brand identity and a unique value proposition that was associated with self-indulgence and pampering experience. 3. Evaluate Banyan Tree's expansion plan. What are the potential risks that Banyan Tree should be aware of and how can it mitigate such risks? Banyan Tree’s

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