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体育建设 Brand Construction 是指体育拥有者对体育进行的规划、设计、宣传、管理的行为和努力。
体育建设的利益表达者和主要组织者是体育拥有者(体育母体)。

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Banyan Tree: The brand imperative

时间:2016-10-08 08:00:26 来源:体育建设 阅读量: 作者:海德体育咨询

  

  “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.”?

  INSEAD 的教授 Amitava Chattopadhyay 总结了Banyan Tree’s成功原因:“在还没有太多参与者的情况下,该公司就确定了生存利基,想出一个独特的经营概念并很好地将其付诸实施。”

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  本文经许可,摘自INSEAD Knowledge。未经INSEAD Knowledge同意,任何人不得转载本文。

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