Brand identity: Be original, be creative

• Main Authors: Mohd Rashid, Sabrina, Ghose, Kamal, Cohen, David A.
• Format: Article
• Language: English
• Published: Discovery Publication 2015
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/24286/1/IJA%205%2016%202015%20128%20136.pdf; http://repo.uum.edu.my/24286/; http://www.discoveryjournals.org/arts/current_issue/2015/index.htm

Branding is a huge concept that can be applied in various sectors.Thus, it is highly encouraged for scholars and practitioners to know the history of brand itself, and to comprehend the concept.Brand identity is one of the core component of brand. Thus, the objective of this paper is to accentuate the importance of having an identity in a brand. Many brand names are built without an appropriate diagnose, which cause misperception on the identity and conception on the brand.This research provides the history and definition of brands by scholars, including a qualitative study on 15 brand owners on how they create the name of their brand.According to the finding of this research, there is a lacking on the investment on the execution of brand.This research also initiate that the inclusion of (the owner’s) roots, identity, and meaning of names are relevant when building an identity of a brand.