Skift Take
Banyan Group through its rebranding is determined to shield its core brand, ensuring it retains its essence amidst the clamor of multiple brand launches.
As it prepares for the launch of 19 new properties in 2024, Singapore-headquartered Banyan Tree Group is embracing a sleeker image, rebranding itself as the Banyan Group.
Marking a significant expansion, the rebranding strategy aims to distinguish the original Banyan Tree luxury brand from recent additions to the portfolio, which has doubled since 2019.
Ren Yung Ho, senior vice president of brand and commercial at Banyan Group, explained to Skift that the umbrella brand "Banyan Group" serves to unify all brands under one umbrella, streamlining and reducing confusion.
According to Ho, the rebranding emphasizes the group's positioning as a corporate brand, distinct from a consumer brand. Individual properties will not undergo rebranding, he said.
The group's growth since 2019 includes an expanded presence in J