A STUDY ON BRAND POSITIONING AND CUSTOMER PERCEPTION

The study aimed to examine the brand positioning and customer perception towards Marriott. Based on the analysis of responses from 120 participants, it is evident that Marriott is recognized as a reliable and innovative brand with a strong reputation for quality customer service. However, the study also revealed that a considerable number of respondents were not fully aware of Le ROYAL MERIDIEN unique brand identity before the survey, indicating that brand awareness needs to be strengthened further.   While consumers appreciate Marriott’s service quality and modern appeal, the findings show that brand positioning does not strongly influence their purchase decisions by itself. Many respondents remained neutral or unconvinced about the direct link between Marriott’s positioning and their buying behavior, suggesting that the brand’s communication strategies must be more impactful and emotionally engaging.   Overall, Marriott holds a positive brand perception and competitive market presence, particularly in comparison with other well-known hotel chains. However, to build stronger consumer loyalty and influence customer decision-making more effectively, the brand must enhance its promotional efforts, personalize customer engagement, and communicate its value proposition more clearly. With improved marketing and positioning strategies, Marriott can reinforce its identity and establish a more meaningful and long-lasting connection with consumers.

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