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4.What effect does the practice of corporate social responsibility have on brand equity?
Banyan Tree – Branding the IntangibleA second perspective is that negative equity can exist. oExample:Looking at a political "brand" example, the "Democrat" brand may benegative to a Republican, and vice versa. In the case of Banyan Tree Holdings, the effect by practicing CSR is positive to the BrandEquity.From my point of view, since the organizations itself could won so many award, so itshows how positive and effective the practice of CSR have on Brand Equity.The dedicated committee of CSR, headed by Claire Chiang who is also the CEO ofBanyan Tree Holdings focus on issues such as:oActively caring for the natural and human environment (e.g.: environment andeco friendly)oRevitalizing local communities (e.g.: give job to local communities)oPride and respect among staffs (e.g.: take a good care on staff welfare)Example of positive effect:oGive positive image to Banyan Tree Holdings (e.g.: well-known 5 star hotel andresorts in the world)oIncrease Banyan Tree profit of the year and increase customer. (e.g.: on the firstquarter 2008, Banyan Tree earns S$90.1 million in cumulative unrecognizedrevenue at the end of 1Q 2008oEnhance Banyan Tree brand equity (e.g.: being awarded for many award) The company has based its brand on the two main beliefs of the organization. Banyan Treeresorts would become a "Intimate moments" and Banyan Tree would be an environmentallysensitive and a socially responsible organization.Branding is started right from the locations of the Banyan Tree resorts and has been consistent through the designs, the facilities offered, and the ambience created in each of the resorts. In line with the " a sense of place" theme, Banyan Tree has placed a strong emphasis on the locations as a key element of the brand identity. The company has chosen exotic locations with exclusive