A study on brand awareness among Malay entrepreneurs in the food industry in Terengganu: a case study of Yayasan Pembangunan Usahawan Terengganu.

Today, most local entrepreneurs who are involved in small and medium sized industries (SMI) are encouraged to produce quality products to fulfill consumer requirements. Entrepreneurs have to also know new trends in product development like promotion, packaging, labeling and branding. The Government has already created policies and implemented them to help local entrepreneurs. to become more confident in the marketplace, especially for those who want to market their products in foreign hypermarkets. Yayasan Pembangunan Usahawan Terengganu is one of the government agencies under the Ministry of Entrepreneurs and Cooperation Development (MECD) that is responsible for entrepreneur development in Terengganu. This agency emphasises the development of brand awareness among Malay entrepreneurs involved in the food industry. Also, many other competitors in the food industry which have established their products are now moving forward to maintaining their image, to meet the challenges of market liberalization and increasing competition for both domestic and international markets. But how many of our local entrepreneurs are aware to plan and implement brand development?