Same practice, Banyan engaged Brand Finance to audit their Brand/ please check on their intangible assets.
from my marketing notes: their unique 2 brand personalities (romance + intimacy) have been translated to customer experience.
then, can it become a global brand?
Mr. Ho previously mentioned [in the Forum] that he would like to own the brand assets under his own name, ref. Virgins Brand & case study ...
here's a short excerpt from marketing magz, article published in 2007:The Banyan Tree is the exemplar for the role of brand in international growth. According to co-founder, Ho Kwon Ping, "building a powerful brand was the prerequisite to, rather than a reward for, our success." Their hotels are the manifestation of the idea that people seek sanctuary in natural oases. By subjecting much of their business decision-making to an assessment of how it will impact their brand, they have been able to replicate their appeal around the globe.
Ho tells the story of how his 82-year-old mother admitted that she likes to skinny dip in the hotel's landmark pool villas, because she has never been to a place where she can be sure she has total privacy. The story is a parable. The brand image of natural seclusion, is powerful, because it has delved to the heart of what we really want, not how we think we are expected to behave.
the chart: - Weekly Chart reviewed on 23-Aug'08.