An Exploration of Brand Identity Building Process in the Context of Malaysian Cafe (S/O 13612)

• Main Author: Mohd Rashid, Sabrina
• Format: Monograph
• Language: English
• Published: UUM 2017
• Subjects: T Technology (General)
• Online Access: https://repo.uum.edu.my/id/eprint/31531/1/13612.pdf; https://repo.uum.edu.my/id/eprint/31531/

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 components 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 definition of brands by scholars, including a qualitative study on five brand owners in Malaysia on how they create their identity. According to the finding of this research, there is a lacking on the investment on the execution of brand. This research also initiates that the inclusion of (the owner’s) roots, identity, and meaning of names are relevant when building an identity of a brand