Banyan Tree: The brand imperative

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¡¡¡¡¡°There are only two advantages in life which are proprietary: technology and branding. Since I¡¯m not a technologist, I decided that whatever business I was going to do next had to have a strong brand.¡±?

¡¡¡¡Having left journalism to join the family business, Ho Kwon Ping, founder and Executive Chairman of the luxury hotel Banyan Tree Group, realised that his family¡¯s various contract manufacturing companies were stuck in constant competition on the basis of cost alone, and that the hotel business could provide a vehicle for such proprietary brand creation. ¡°The difference between us and some others is that, for many other companies having a strong brand is a reward for being successful in many things that you do but it¡¯s sort of coincidental. It comes afterward; it¡¯s a reward for success in other areas. For us, we¡¯ve always said from the very beginning? - having a strong brand is imperative for our survival.¡±?

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