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Positioning and Branding Strategy of Banyan Tree Hotels and Resorts

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According to the research findings, it can, therefore, be said that Angsana, the sister trademark of Banyan Tree underneath the given name of Colors of Angsana, the Angsana trademark also tendered an experience, which was centered on civilizing sightseeing and soft exploration, often positioned in less visited destinations, for instance, Laos, Sri Lanka, as well as China. Made up of an assortment of boutique resorts, along with hotels, everyone was an obtainable property, which had been renovated with modern adjustments of the aboriginal culture and legacy of its particular locality. Colors of Angsana’ s first appearance was in August 2003 in Shangri-La, Yunnan, China in the midst of the Gyalthang Dzong inn.

Through both Banyan Tree and Angsana, distinctive consumer segments were aimed. The inspiration behind this distinguishing branding approach was to increase its consumer base at the same time as minimizing brand strength and cannibalism. What is more, every line of brand and product made way for cross-selling opportunities that helped to decrease the undesirable impact of exterior events, for instance, SARS and radical bombings? Being positioned in different nations and having a geologically diverse consumer base mitigated the impact of this kind of events.

Banyan Tree’ s experience demonstrates that its products were proficient in being expanded to tap into novel market sections. Spas were appreciated resorts and hotels characteristic and were a fundamental brand experience part. The Banyan Tree Spa educational institution at Banyan Tree Phuket offered its employees of more than five hundred therapists, academic and practical education. Moreover, the corporation was time and again approached by additional reputable hotel businesses to set up a Banyan Tree or even Angsana Spa.

The aforementioned opportunities permitted the corporation to spread the spa business out into new-fangled markets and prop up its brand exclusive of incurring capital expenses. Banyan Tree Spas, along with Angsana Spas presented distinctive product contributions and undertakings.

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preview essay on Positioning and Branding Strategy of Banyan Tree Hotels and Resorts
  • Pages: 12 (3000 words)
  • Document Type: Essay
  • Subject: Management
  • Level: Undergraduate
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