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An exploration on the process of brand identity building in the context of Malaysian cafe

Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusi...

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Main Authors: Sabrina Mohd Rashid,, Cohen, David, Ghose, Kamal
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:http://journalarticle.ukm.my/12245/1/26128-78656-1-PB.pdf
http://journalarticle.ukm.my/12245/
http://ejournal.ukm.my/mjc/issue/view/1085
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spelling my-ukm.journal.122452018-10-26T23:03:12Z http://journalarticle.ukm.my/12245/ An exploration on the process of brand identity building in the context of Malaysian cafe Sabrina Mohd Rashid, Cohen, David Ghose, Kamal Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing on the business concept and identity and their approach of communicating themselves (brand) to the public, a step further in safeguarding a place in the enormous business industry. A qualitative approach with semi-structured interviews ware used to explore the food and beverage industry, focusing on independent coffee shops. The interviews were carried out with five independent coffee shops in Kuala Lumpur, Malaysia. According to the finding of this research, there is a lacking in the investment on the execution of brand for these independent coffee shops. 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 to have a distinctive business concept. This study contributed to our understanding of how brand identity was built and then connected it to the internal culture of the coffee shop. The findings suggested that the process of creating and building a brand identity was more complicated than just producing the visual imagery in order to build and communicate distinctively. Penerbit Universiti Kebangsaan Malaysia 2018 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/12245/1/26128-78656-1-PB.pdf Sabrina Mohd Rashid, and Cohen, David and Ghose, Kamal (2018) An exploration on the process of brand identity building in the context of Malaysian cafe. Jurnal Komunikasi ; Malaysian Journal of Communication, 34 (2). pp. 105-120. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1085
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing on the business concept and identity and their approach of communicating themselves (brand) to the public, a step further in safeguarding a place in the enormous business industry. A qualitative approach with semi-structured interviews ware used to explore the food and beverage industry, focusing on independent coffee shops. The interviews were carried out with five independent coffee shops in Kuala Lumpur, Malaysia. According to the finding of this research, there is a lacking in the investment on the execution of brand for these independent coffee shops. 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 to have a distinctive business concept. This study contributed to our understanding of how brand identity was built and then connected it to the internal culture of the coffee shop. The findings suggested that the process of creating and building a brand identity was more complicated than just producing the visual imagery in order to build and communicate distinctively.
format Article
author Sabrina Mohd Rashid,
Cohen, David
Ghose, Kamal
spellingShingle Sabrina Mohd Rashid,
Cohen, David
Ghose, Kamal
An exploration on the process of brand identity building in the context of Malaysian cafe
author_facet Sabrina Mohd Rashid,
Cohen, David
Ghose, Kamal
author_sort Sabrina Mohd Rashid,
title An exploration on the process of brand identity building in the context of Malaysian cafe
title_short An exploration on the process of brand identity building in the context of Malaysian cafe
title_full An exploration on the process of brand identity building in the context of Malaysian cafe
title_fullStr An exploration on the process of brand identity building in the context of Malaysian cafe
title_full_unstemmed An exploration on the process of brand identity building in the context of Malaysian cafe
title_sort exploration on the process of brand identity building in the context of malaysian cafe
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2018
url http://journalarticle.ukm.my/12245/1/26128-78656-1-PB.pdf
http://journalarticle.ukm.my/12245/
http://ejournal.ukm.my/mjc/issue/view/1085
_version_ 1643738733301727232
score 13.211869

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