2023
DOI: 10.24191/ji.v18i2.20375
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Perception on Brand Positioning of Three Star Hotels in Kuala Terengganu, Terengganu

Zakaria Zainuddin,
Ismail Mohd Khairi,
Mat Rashid Kartini
et al.

Abstract: The purpose of brand positioning is to change the perception of prospective customers compared to other brands in the same product category. Many business organisations try to steer the customer's mind on the target brand and its advantage in the market. To determine whether the positioning of a certain brand is a success or not, a company should observe whether its brand is salient or not to the customers. Positioning or brand positioning includes choosing a particular product characteristic from the whole se… Show more

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