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http://cdr.uum.edu.my/jspui/handle/123456789/156Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Mijan, Rohana | - |
| dc.date.accessioned | 2021-12-28T04:02:40Z | - |
| dc.date.available | 2021-12-28T04:02:40Z | - |
| dc.date.issued | 2020 | - |
| dc.identifier.uri | http://cdr.uum.edu.my/jspui/handle/123456789/156 | - |
| dc.description.abstract | The birth of Daisy Oaks Café (DOC) began in the 1950s with the different owner of the small exclusive drink distributor and cafe in the United States. With the excellent combination industries and business’s good progress, they met up to open for franchising thus the family name was given to the brand. With hard work, they grew into the largest franchise cafe company and leading quick-service cafe chain in the world. DOC is serving more than 69 million customers daily in over 100 countries and 235,000 employees across the world. In Malaysia, almost 100 per cent are owned and operated by independent Malaysian local businesses. AB Company wholly owns the DOC under the franchise system known as Development Licensee. Through this system the DOC headquarters transferred their ownership rights to Malaysia DOC through the AB Company. The AB company is one of the ABC Group's subsidiaries. The DOC employs more than 12,000 Malaysians across the nation. When comes to Malaysia, they need to evolve in order to tackle society. Besides, they also faced various of crisis along the journey. This condition influenced them to revise some of the brand planning such as innovate the brand strategy. Through the strategizing-based brand equity’s target they are able to manage the crisis and tackle the society. Brand equity become a motivation for them in revising the brand strategy where they remained the brand association to raise awareness and translate the brand vision and mission via perceiving the quality brand. More than four decades in Malaysia has teaches them a bundle of experience in dealing with the market environment. Evolving with the environment is always the best solution in creating brand equity. It started from employees where they build a strong internal foundation to create a branding strategy and transcend the value through various of meaningful activities. Even though the progressive strategy has affected its brand image, but they are able to solve the crisis and gain social trust as their periodic brand equity indicator curving increasingly. | en_US |
| dc.subject | Integrative Media Marketing | en_US |
| dc.subject | Creativity and Strategy in Advertising | en_US |
| dc.subject | Consumer Behaviour | en_US |
| dc.subject | Communication Integrated Marketing | en_US |
| dc.subject | Brand Management | en_US |
| dc.title | The Brand Journey of Daisy Oaks Cafe Towards Brand Equity Acquisition | en_US |
| dc.type | Case Study | en_US |
| dc.epay.url | http://epay.uum.edu.my/go.php?billcode=CDRCASE&productid=TC162-1 | - |
| Appears in Collections: | Cases in CDR | |
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