Banyan Tree Branding the Intangible
Banyan Tree Branding the Intangible
Abstract
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.
Case 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 Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?
3.
Discuss whether the brand portfolio of
Banyan Tree, Angsana, Colours of Angsana, and Allamanda, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to
Banyan Tree for managing these brands and products in future?
Discussion of Case Questions
1. What are the main factors that contributed to
Banyan Tree’s success?
Banyan Tree’s success might be attributed to an overall well designed and executed external and internal marketing program, and in particular:
•
Choice of target segment
•
Positioning and branding strategy
•
Product/service design and delivery
•
Aggressive internal marketing
•
Winning the support of local communities and public interest groups
•
Pioneer status: first mover advantage
•
Pro-environmental business practices
Choice of target segment
The large price gap in the luxury resorts market meant that middle upper class consumers must either stretch to pay for ultra luxurious resorts such as Aman, or settle for resorts, though luxurious, are catered to the masses.
Ho recognized
Abstract
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.
Case 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 Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?
3.
Discuss whether the brand portfolio of
Banyan Tree, Angsana, Colours of Angsana, and Allamanda, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to
Banyan Tree for managing these brands and products in future?
Discussion of Case Questions
1. What are the main factors that contributed to
Banyan Tree’s success?
Banyan Tree’s success might be attributed to an overall well designed and executed external and internal marketing program, and in particular:
•
Choice of target segment
•
Positioning and branding strategy
•
Product/service design and delivery
•
Aggressive internal marketing
•
Winning the support of local communities and public interest groups
•
Pioneer status: first mover advantage
•
Pro-environmental business practices
Choice of target segment
The large price gap in the luxury resorts market meant that middle upper class consumers must either stretch to pay for ultra luxurious resorts such as Aman, or settle for resorts, though luxurious, are catered to the masses.
Ho recognized