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"Soul of Seri Malaysia" is a new initiative for the re-branding of Malaysia Series to combine the values that will be applied to staff and customers of Hotel Seri Malaysia. It includes the "Brand Attribute", "Brand Attitude" and "Brand Soul" elements, thus affecting the "Brand Recall" that relates the customer service characteristics. The brand's "Brand Attitude" an interior elements need to be integrated with the "Brand Attribute", a external impact as a drive to the "Brand Soul" target point to make Hotel Seri Malaysia a "COMFORT" accommodation. This re-branding program is to gain "Market Credibility" and "Guest Satisfaction" for The Hotel.