電子資源及平台使用 - CONCERT Banyan Tree: branding the intangible • Case overview...
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www.emeraldinsight.com Research you can use
Emerald Group Publishing
電子電子電子電子資源及資源及資源及資源及平台平台平台平台使用使用使用使用EM Journal collection Training
台灣總代理:文崗資訊股份有限公司
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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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