The Exploration of Link Between Digital Branding Strategy with Malaysia Cyber Security Strategy: A Development of Grand Strategy Model for Digital Branding
Digital branding practices have greatly contributed to expanding the empire of the local brand market. However, the eagerness of entrepreneurs in digitalising brands without awareness of cybersecurity, transparency of cybersecurity strategies and the absence of a complete digital branding model has...
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| Main Authors: | , , |
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| Format: | Monograph |
| Language: | English |
| Published: |
Universiti Utara Malaysia
2022
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/29327/1/14438.pdf https://repo.uum.edu.my/id/eprint/29327/ |
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| Summary: | Digital branding practices have greatly contributed to expanding the empire of the local brand market. However, the eagerness of entrepreneurs in digitalising brands without awareness of cybersecurity, transparency of cybersecurity strategies and the absence of a complete digital branding model has allowed hackers to traverse the confidential data of companies and countries that posed a threat to national security. Thus, the development of a comprehensive Grand Strategy Model (GSM) for digital branding is important to ensure that digital branding activities are conducted in a secure environment and improve existing national policies. The main objective of this study is to identify digital branding strategies and cyber security strategies in Malaysia. The trajectories of both strategies will develop a GSM for digital branding. This study uses a qualitative approach by using in-depth interviews with policymakers, academicians, and entrepreneurs. The data were analysed based on thematic analysis using Atlas.ti software. It is found that there are three domain strategies identified in developing a GSM, namely planning, implementation and monitoring in conducting the digital branding strategy. Each of these domain strategies is occupied with subordinate strategies that involve process, people and technology. The compendium of the strategies considers the cybersecurity aspect. This study develops a GSM for digital branding that focuses on the field of digital branding and cyber security in Malaysia. |
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