Posted: September 8th, 2022

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.

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BANYAN TREE – DEVELOPING A POWERFUL SERVICE BRAND
OVERVIEW
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.
See the text for the FULL CASE STUDY. Questions:
1.) What are the main factors that contributed to Banyan Tree’s success?
2.) Evaluate Banyan Tree’s brand positioning (develop a positioning map) 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?
4.) What effect does the practice of corporate social responsibility have on brand equity?
5.) What potential problems do you foresee in bringing Banyan Tree to America, Europe and the Middle East? How could Banyan Tree address those issues?
Guidelines:
Answer questions in essay format. Submit your case study to: CASE STUDY: Unit 2
To be considered for grading each student must complete the Case Study assignment with the following requirements:
Title Page with student’s name and assignment number and title.
References using APA or MLA in-text citations – include at least one external source in addition to your text.
Written in essay format with at least three sections: an introduction, content (responses to the questions- no need to include the actual questions), and wrap-up or summary. Your responses to each question topic should be at least a paragraph in length so the total page count will be ~4+ pages (12 pt font, double spaced) not including the title and reference page.

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