Reference no: EM132190479

Throughout the article “Branding the Intangible” references are made to the culture in which the brand developed. It is the culture of Asia. The description of the Angsana Brand as more modern suggests that Banyan Tree as a brand has a traditional flavour to it. The geographic area in which Banyon Tree has expanded has been dominated, for the most part, by Asians. The Americas, Europe, and to a lesser extent the Middle East and the Caribbean have historically been dominated by Europeans. I would like to suggest that the description of the Angsana brand as modern can mean more European. Banyan Tree has capitalised on local culture to differentiates its offerings from the rest of the industry while maintaining a link to the historic Asian cultural values like honour. The expansion is intended for, more developed countries where standards are measured, by efficiency and productivity, by people who are well versed in the service culture, in contrast to the existing offerings. For me, this indicates that the Banyan Tree brand is not well suited to expand into the rest of the world. L Bivainiene article Brand Life Cycle: Theoretical Discourses would suggest that the Banyan Tree brand has reached maturity. If this is the case, further expansion will dilute and devalue the brand.