Brand identity: Be original, be creative
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 component of brand. Thus, the objective of this paper is to accentuate t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Discovery Publication
2015
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| Online Access: | https://repo.uum.edu.my/id/eprint/24286/1/IJA%205%2016%202015%20128%20136.pdf |
| _version_ | 1825805079211409408 |
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| author | Mohd Rashid, Sabrina Ghose, Kamal Cohen, David A. |
| author_facet | Mohd Rashid, Sabrina Ghose, Kamal Cohen, David A. |
| author_sort | Mohd Rashid, Sabrina |
| collection | UUM |
| description | 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 component 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 history and definition of brands by scholars, including a qualitative study on 15 brand owners on how they create the name of their brand.According to the finding of this research, there is a lacking on the investment on the execution of brand.This research also initiate that the inclusion of (the owner’s) roots, identity, and meaning of names are relevant when building an identity of a
brand. |
| first_indexed | 2024-07-04T06:26:01Z |
| format | Article |
| id | uum-24286 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:26:01Z |
| publishDate | 2015 |
| publisher | Discovery Publication |
| record_format | eprints |
| spelling | uum-242862018-06-25T01:36:21Z https://repo.uum.edu.my/id/eprint/24286/ Brand identity: Be original, be creative Mohd Rashid, Sabrina Ghose, Kamal Cohen, David A. HD28 Management. Industrial Management 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 component 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 history and definition of brands by scholars, including a qualitative study on 15 brand owners on how they create the name of their brand.According to the finding of this research, there is a lacking on the investment on the execution of brand.This research also initiate that the inclusion of (the owner’s) roots, identity, and meaning of names are relevant when building an identity of a brand. Discovery Publication 2015 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/24286/1/IJA%205%2016%202015%20128%20136.pdf Mohd Rashid, Sabrina and Ghose, Kamal and Cohen, David A. (2015) Brand identity: Be original, be creative. Indian Journal of Arts, 5 (16). pp. 128-136. ISSN 2320 – 6659 http://www.discoveryjournals.org/arts/current_issue/2015/index.htm |
| spellingShingle | HD28 Management. Industrial Management Mohd Rashid, Sabrina Ghose, Kamal Cohen, David A. Brand identity: Be original, be creative |
| title | Brand identity: Be original, be creative |
| title_full | Brand identity: Be original, be creative |
| title_fullStr | Brand identity: Be original, be creative |
| title_full_unstemmed | Brand identity: Be original, be creative |
| title_short | Brand identity: Be original, be creative |
| title_sort | brand identity be original be creative |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/24286/1/IJA%205%2016%202015%20128%20136.pdf |
| work_keys_str_mv | AT mohdrashidsabrina brandidentitybeoriginalbecreative AT ghosekamal brandidentitybeoriginalbecreative AT cohendavida brandidentitybeoriginalbecreative |