Banyan Tree Branding the Intangible

In today’s market whether it is shopping for a vacation spot or purchasing tangible goods the consumer is one thing that never changes. Research tends to support brand equity and brand loyalty. In choosing a vacation, spot customer not only wants the facility to meet their needs they want it to exceed their expectations, none the less for the best price. Branding within the hotel industry is no different. Consumers look for key risks, perceived benefits and costs when making their purchases. Through all the ways, that tourist can book hotels and read prior reviews on where they are, going to stay the decision is, usually, made before the trip. With the case of Peaceful Rest Motor Lodge, there are

I am an IT Professional with over 8 years of experience working with hardware, software and network engineering. Throughout my career I have held various positions including several leadership roles. The IT industry is a very technical field where individual contributors are critical to the success of the organization. With the extensive leadership training and experience I have gained, has allowed me to stand apart from my peers and take a more active role in the organization and its strategy. I continuously strive for my own personal development, including going back to school as an adult to achieve my bachelor’s degree. I understand the importance of

The corporate branding strategy will create a sort of umbrella under which all the properties of the company will fall, thus sharing the same quality level in the customer’s perception. Moreover a strong corporate brand will ease the company identification and potentially increase the number of new guests through word of mouth, thus enabling the company to gain a bigger market share. Nevertheless the implementation of such a strategy will necessarily involve big costs and a structural change in the organization. Its culture, the way in which advertising is done, the facilities and supplies in each resorts, the way in which management operates will have to be adapted to the new branding strategy. Furthermore undertaking this action may let down some valuable customers who are particularly affectionate to a resort and may be afraid that it will lose its unique and individual features. Plus it might also disappoint some skilled hotel managers which may feel threatened in their autonomy and potentially leave the company. Retraining the whole body of employees to adapt to the new strategy may be expensive and time consuming as well.

Furthermore, the real estate industry is focused on the immediate, in other words, pay backs are on the short term. A long term branding strategy does not fit within the investment company’s corporate strategy. Therefore, branding initiatives were seen as fulfilling the marketing task. Though, the management team acknowledges the potentials of branding, they also for see great risks to fail and so they are not willing to put a big amount of money, which would be needed, in branding. Looking at the marketing activities at SCPT until now, the focus was largely on tactics, at the regional and local levels, while the national level needs more attention to make corporate branding successful. Looking at the overall situation on a national level, branding in the real estate industry was not present at all. The only activity being seen was not more than putting the company’s name on its properties, which they called ‘branding’. Possible reasons to this limited amount of effort put into branding are linked to the availability of monetary resources within the industry, compared to the predicted results when investing certain amounts of money in branding in

The mango has become a fairly common commodity for most consumers, so it is dubious that market increases continue to rise as they have during the last few years. A resolution to increasing consumption without further reductions in price may be possible if new cultivars of improved appearance and quality environmentally friendly cultivation systems were to be developed. Australian produce is acknowledged for its great consistency and quality. With that in mind an issue to consider would be, once Australian mangoes have been exported they must find a way to segregate ad differentiate Australian mangoes from other internationally sourced products. Traders and consumers often view fruits as undifferentiated products or commodities. Yet by creating consumer demand for specific varieties through the use of branding and marketing you have an opportunity to raise prices and secure stability. Just like any other good or service, consumer enjoy brand loyalty and with brand loyalty comes product differentiation. Branding Australian mangoes with as simple as a sticker on each mango, or a logo as well as primary packaging will assist to identify- and will create a sense of brand. These strategies result in different marketing techniques such as those relating to labelling and advertising communication (case 2).

As a consequence of expanding globalization, the need for place branding is more important than ever. It attracts investment, tourism, and is a valuable tool to create a reputable name for a specific place. Having a positive and powerful place brand is necessary to compete with other nations, states, regions and cities.

Lush Ltd. is a cosmetics retailer headquartered in Poole, Dorset, United Kingdom. The company was founded by Mark Constantine, a trichologist and Liz Weir, a beauty therapist. They met in a hair and beauty salon in Poole, England. A few years later, they decided to branch out and start their own business selling natural hair and beauty products.

The group selected the ‘Lemon Tree Hotel’ chain because of their various initiatives implemented in terms of business and social responsibility as well as their sustainability activities.

To examine various trends over time so that one can take action on a timely basis.

Competitive strategies use a variety responses to a better align the organization with pressing environmental demands. To establish the competitive advantage, the Seri Malaysia Hotel are going to achieve a favoured position with their competitors and perform internally in ways such as uniqueness, valuable and difficult to

Recently, a broader context of branding has developed on the focal point of customer experiences designed by different sorts including company-customer, employee-customer, and customer-customer interaction-imbedded companies (Brodie et al., 2009; Merz et al., 2009; Payne et al., 2009). Past studies pointed out that from interactions, consumers experience behavior and attitudes from employees during service presentation (Vella et al, 2009). Employees’ attitudes and behaviors could deliver brand promise to external stakeholders (Schultz et al, 2002). Employees’ offbeat skills can attribute to a firm’s comparative advantage, which may be replaceable at ease, could be regarded as a unique contribution to reduce the challenge of employees being

Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007) Cash Flow Sheet (2005 / 2006 / 2007)

1. Target Audience (be very focused to have more brand resonance)(D,B,P,G) and must be sizable, identifiable, accessible, responsive.

3. Although the entire brand is based on the unique Asian touch and cultural heritage, Banyan Tree has to evaluate its relevance and sustainability carefully as it enters new territories. It can localize its offerings to better suit the local tastes and environments, but Banyan Tree should be sensible about the extent of localization.

By Robertson Ndegwa Ngunyi 罗伯特 Paper submitted for Ecotourism Final Exam to Sun Yat Sen University, Doctorate in Tourism Management School of Business, Department of Hotel and Tourism Management Professor Liu Yan December, 2009