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Banyan Tree: Branding the Intangible

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Marcelo Monserrate-Gordon 15/SP_MSSIL_7007_81D Global Mktg/Service Industry April 8, 2015 Banyan Tree: Branding the Intangible 1. What are the main factors that contributed to Banyan Tree’s succ ... ess? 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, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum 4. What effect does the practice of corporate social responsibility have on the brand equity? [Show More]

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