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:	Travel and the state. Tourism Urbanization. City and country
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
_version_	1777418277403754496

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

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