Notes on recommendations ●Make recommendations on brand extensions and product development, ormarket development to introduce current brands globally. However, therecommendations made should take into consideration the location andcost constraints that Banyan Tree may face for its different brands. ●Note that the business had been profitable even after huge investments inprotecting and preserving the cultural and natural environments becausethe company operated mostly in business environments where coststructures were favorable. Such a strategy might not be possible indeveloped countries where labor costs might be prohibitive. ●Like Banyan Tree, the Colours of Angsana brand was also a pioneer in thesoft adventure tourism segment, and so could enjoy first-moveradvantages. Could be done to help Colours of Angsana fortify its marketposition before competition built up in the market segment. ●Recommendations for the future might also consider changing markettastes and whether the brands and products would still be relevant as newproducts emerge and consumer tastes change. Just as tropical gardenspas have become more popular than clinical spas, someday, competitorsmight come up with yet another concept that might overtake the gardenspas. As consumer taste changes, the brands' personalities may alsoneed to evolve and new products are offered to suit the changing marketenvironment.●Multiple brand extensions might result in brand dilution, but having toomany individual brands might confuse potential customers: they maywonder about the differences between the various brands.●As the number of service outlets grows, there is also the need to ensurethe consistency of service quality across a large number of service outlets.Some students might suggest training all employees at a central academyhowever that some employees might be uncomfortable with such anarrangement. Also, there is a risk of losing the personal touch and uniqueservice culture of the locality. So try to make differences arrangements toemployees at another place. What effect does the practice of corporate social responsibility have on brandequity?●Brand equity is created through aggressive mass marketing campaigns.
Good examples of companies with strong brand equity are corporationssuch as Nike and Coca-Cola, whose corporate logos are recognizedworldwide.●Some marketing researchers have concluded that brands are one of themost valuable assets that a company has.What is Corporate Social Responsibilities (CSR)?The dedicated committee of CSR, headed by Claire Chiang who is also the CEOof Banyan Tree Holdings focuses on issues such as:○Actively caring for the natural and human environment ○Revitalizing local communities ○Pride and respect among staff ●Example of positive effect:○Give a positive image to Banyan Tree Holdings ○Increase Banyan Tree profit of the year and increase customers. ○Enhance Banyan Tree brand equity The company has based its brand on the two main beliefs of the organization.Banyan Tree resorts would become an "Intimate moments" and Banyan Tree would bean environmentally sensitive and socially responsible organization. Branding is startedright from the locations of the Banyan Tree resorts and has been consistent throughthe designs, the facilities offered, and the ambiance created in each of the resorts. In