Building Brand Equity for Hotel Industry Malaysia

Abstract

In recent years, the hotel industry in Malaysia has seen drastic changes, largely as a result of the greater extent of volatility in the environment and the increasing level of uncertainties in the world’s economy. Hotels that have the ability to attract, satisfy and retain customers are more likely to survive. Despite the growth in number of hotel rooms, the hotel industry is facing numerous new challenges in its business environment which affect its organizational performance. An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, and in longer term would result in strong brand equity.