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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 focusing...

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Main Authors: Mohd Rashid, Sabrina, Cohen, David A., Ghose, Kamal
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysia 2018
Subjects:
P Philology. Linguistics
Online Access:http://repo.uum.edu.my/25565/1/JK%2034%202%202018%20105%20120.pdf
http://repo.uum.edu.my/25565/
http://ejournals.ukm.my/mjc/article/view/26128
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spelling my.uum.repo.255652019-02-12T07:37:19Z http://repo.uum.edu.my/25565/ An exploration on the process of brand identity building in the context of Malaysian cafe Mohd Rashid, Sabrina Cohen, David A. Ghose, Kamal P Philology. Linguistics 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. Universiti Kebangsaan Malaysia 2018 Article PeerReviewed application/pdf en http://repo.uum.edu.my/25565/1/JK%2034%202%202018%20105%20120.pdf Mohd Rashid, Sabrina and Cohen, David A. 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 2289-151X http://ejournals.ukm.my/mjc/article/view/26128
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic P Philology. Linguistics
spellingShingle P Philology. Linguistics
Mohd Rashid, Sabrina
Cohen, David A.
Ghose, Kamal
An exploration on the process of brand identity building in the context of Malaysian cafe
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 Mohd Rashid, Sabrina
Cohen, David A.
Ghose, Kamal
author_facet Mohd Rashid, Sabrina
Cohen, David A.
Ghose, Kamal
author_sort Mohd Rashid, Sabrina
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 Universiti Kebangsaan Malaysia
publishDate 2018
url http://repo.uum.edu.my/25565/1/JK%2034%202%202018%20105%20120.pdf
http://repo.uum.edu.my/25565/
http://ejournals.ukm.my/mjc/article/view/26128
_version_ 1644284361706569728
score 13.211869

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