Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz

Over the last 30 years, place marketing has become an increasingly mutual strategy for entrepreneurial cities, regions and countries seeking to gain advantage in a competitive environment. Competition between places is global. Kota Bharu is the state capital of Kelantan, on the east coast of Peninsu...

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Main Authors: Hassan, Hasnina, Ahmad, Ghazali, Che Aziz, Roslizawati
Format: Article
Language:English
Published: Faculty of Hotel and Management, Universiti Teknologi MARA, Selangor, Kampus Puncak Alam Campus 2017
Subjects:
Online Access:http://ir.uitm.edu.my/id/eprint/19484/
http://ir.uitm.edu.my/id/eprint/19484/
http://ir.uitm.edu.my/id/eprint/19484/7/AJ_HASNINA%20HASSAN%20JTHCA%20B%2017.pdf
id uitm-19484
recordtype eprints
spelling uitm-194842018-03-09T02:59:42Z http://ir.uitm.edu.my/id/eprint/19484/ Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz Hassan, Hasnina Ahmad, Ghazali Che Aziz, Roslizawati Travel and the state. Tourism Urbanization. City and country Over the last 30 years, place marketing has become an increasingly mutual strategy for entrepreneurial cities, regions and countries seeking to gain advantage in a competitive environment. Competition between places is global. Kota Bharu is the state capital of Kelantan, on the east coast of Peninsular Malaysia and was rebranded by the state government from a cultural city into an Islamic city since 2005. Hence, the urban design of the city is in the track of creating a city which could be related to an Islamic identity. City branding is one of the most frequent forms of place marketing that requires the local authorities to place a great emphasis on the physical renewal of the cities. A research on brand positioning is needed to explore the city transformation throughout the branding process. This conceptual paper aims to explore the concept traditional and modern Islamic city, to understand the overall Kota Bharu Islamic city built environment, and outline the brand positioning of Islamic city concept through observation to the built environment and content analysis method focusing on series of guidelines report published by MPKB-BRI. The paper’s main objective is to highlight the city brand positioning by the local authority in building the city brand identity. The findings of Kota Bharu Islamic city brand positioning are explained through segmentation of three steps of city branding process in every five years initiated from the destination branding elements. Faculty of Hotel and Management, Universiti Teknologi MARA, Selangor, Kampus Puncak Alam Campus 2017-09 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/19484/7/AJ_HASNINA%20HASSAN%20JTHCA%20B%2017.pdf Hassan, Hasnina and Ahmad, Ghazali and Che Aziz, Roslizawati (2017) Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 9 (2). pp. 1-14. ISSN 2590-3837 http://www.jthca.org
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Travel and the state. Tourism
Urbanization. City and country
spellingShingle Travel and the state. Tourism
Urbanization. City and country
Hassan, Hasnina
Ahmad, Ghazali
Che Aziz, Roslizawati
Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz
description Over the last 30 years, place marketing has become an increasingly mutual strategy for entrepreneurial cities, regions and countries seeking to gain advantage in a competitive environment. Competition between places is global. Kota Bharu is the state capital of Kelantan, on the east coast of Peninsular Malaysia and was rebranded by the state government from a cultural city into an Islamic city since 2005. Hence, the urban design of the city is in the track of creating a city which could be related to an Islamic identity. City branding is one of the most frequent forms of place marketing that requires the local authorities to place a great emphasis on the physical renewal of the cities. A research on brand positioning is needed to explore the city transformation throughout the branding process. This conceptual paper aims to explore the concept traditional and modern Islamic city, to understand the overall Kota Bharu Islamic city built environment, and outline the brand positioning of Islamic city concept through observation to the built environment and content analysis method focusing on series of guidelines report published by MPKB-BRI. The paper’s main objective is to highlight the city brand positioning by the local authority in building the city brand identity. The findings of Kota Bharu Islamic city brand positioning are explained through segmentation of three steps of city branding process in every five years initiated from the destination branding elements.
format Article
author Hassan, Hasnina
Ahmad, Ghazali
Che Aziz, Roslizawati
author_facet Hassan, Hasnina
Ahmad, Ghazali
Che Aziz, Roslizawati
author_sort Hassan, Hasnina
title Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz
title_short Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz
title_full Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz
title_fullStr Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz
title_full_unstemmed Brand positioning of Kota Bharu as Islamic city / Hasnina Hassan, Ghazali Ahmad and Roslizawati Che Aziz
title_sort brand positioning of kota bharu as islamic city / hasnina hassan, ghazali ahmad and roslizawati che aziz
publisher Faculty of Hotel and Management, Universiti Teknologi MARA, Selangor, Kampus Puncak Alam Campus
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/19484/
http://ir.uitm.edu.my/id/eprint/19484/
http://ir.uitm.edu.my/id/eprint/19484/7/AJ_HASNINA%20HASSAN%20JTHCA%20B%2017.pdf
first_indexed 2023-09-18T23:02:40Z
last_indexed 2023-09-18T23:02:40Z
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