The Banyan Tree: branding the intangible
Publication date: 1 January 2011
Abstract
Subject area
Services marketing, hotel management, branding, and promotion management.
Study level/applicability
Undergraduate business and management; MBA/MA management courses.
Case 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.
Expected learning outcomes
This case illustrates how a powerful service brand can be built even with little advertising. It also exemplifies how pro-environmental business practices can co-exist with a firm's profit objectives. Set in a service context, the case may be used in discussions on services marketing, hotel management, branding, and promotion management.
Supplementary materials
Teaching notes
Keywords
Acknowledgements
The support and feedback of the management of Banyan Tree Hotels and Resorts in the writing of this case is gratefully acknowledged.
Citation
Wirtz, J. (2011), "The Banyan Tree: branding the intangible", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111110474
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited