Resource title

The brand imperative

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image for OpenScout resource :: The brand imperative

Resource description

“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.

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en

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text/html

Resource resource URL

http://knowledge.insead.edu/Banyantree.cfm?vid=13

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Copyright INSEAD. All rights reserved