New Brand For Banyan Tree?

With a core offering of Banyan Tree and next Angsana, KP Ho is about to launch a third brand.
There is much speculation over the offering given its debut will be back of the low-cost residential led hospitality project Laguna Shores in Phuket.
The project is targeting investment and yield based buyer's, hence the need for a management offering.
Within the industry there remain mixed feelings asking if the Banyan brand has already been diminished by Angsana, and what effect a 3rd lower-tier may have on the parent brand?