Please read the case carefully and answer the following questions:
1. What are the main factors that contributed to Banyan Trees success?
2. Evaluate Banyan Trees brand positioning and communication strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?
3. Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in the future?
4. What effect does the practice of corporate social responsibility have on brand equity?
5 What potential problems do you foresee bringing Banyan Tree to the Americas, Europe and the Middle East? How could Banyan Tree address those issues?
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