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The Banyan Tree: branding the intangible

•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.

DOI (Permanent URL): 10.1108/20450621111192762

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