The evolvement of brand identity of Langkawi Island, Malaysia

• Main Authors: Mohd. Yusof, Mohd. Fadil, Ismail, Hairul Nizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Subjects: TH Building construction
• Online Access: http://eprints.utm.my/id/eprint/62205/1/HairulNizamIsmail2015_TheEvolvementBrandIdentityofLangkawiIsland.pdf; http://eprints.utm.my/id/eprint/62205/; http://www.utm.my/apsa2015/

The purpose of this paper is to investigate the brand identity development efforts of Langkawi Island as one of the most prominent and well-guarded tourism destinations in Malaysia. It will be viewed from the historical perspectives for the last 35 years since 1980s until the present time as to how...