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 accentuat...