The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar

Branding is a primary vehicle for communicating complex ideas in a clear and digestible way. In oil & gas industry, Petronas has been the flagship in Malaysian economy since 1974. Through out the years Petronas has revamped the logo design towards dynamic approach on corporate identity. Another...

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Main Author:	Abu Bakar, Amina Syarfina
Format:	Thesis
Language:	English
Published:	2019
Online Access:	https://ir.uitm.edu.my/id/eprint/99299/1/99299.pdf
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id	my-uitm-ir.99299
record_format	uketd_dc
spelling	my-uitm-ir.992992024-09-12T16:18:45Z The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar 2019 Abu Bakar, Amina Syarfina Branding is a primary vehicle for communicating complex ideas in a clear and digestible way. In oil & gas industry, Petronas has been the flagship in Malaysian economy since 1974. Through out the years Petronas has revamped the logo design towards dynamic approach on corporate identity. Another potential company is Smart Petrol, a 100% Bumiputera company that are actively involved in the supply and marketing of petroleum products since 2003. The purposes of this research mainly to contribute a benchmark or effectiveness references and has been carried out in two main methods. Scope for this research are Petronas as it is amongst the fortune 500 companies in the world and Smart Petrol as local national company. Primary data includes method from Feldman’s model, visual observation and content analysis of existing branding design. Comparative analysis unveiled the real situation in terms of design recognition, elements and marketing tools. Through interviews data have been gained regarding the roots of the corporate philosophy. Issues and findings have been achieved, documented and analyzed. To support the data, surveys of consumer’s perception have been conducted, the results shows Petronas are more recognized and marketing tools do give good impact. Overall Petronas received positive feedback, understandable and at the international level. Whilst Smart Petrol, the branding design is not convincing and unfamiliar, this company should attempt a new strategy for rebranding, adopt strategy of Petronas. Secondary data are gathered from literature review. It is necessary for restoring consumer’s trust and convincing the stakeholders to collaborate on this potential company. Rebranding for failure is a crucial task and that special attention on the corporate image and design should be given the highest priority. 2019 Thesis https://ir.uitm.edu.my/id/eprint/99299/ https://ir.uitm.edu.my/id/eprint/99299/1/99299.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Art and Design Harun, Azahar
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Harun, Azahar
description	Branding is a primary vehicle for communicating complex ideas in a clear and digestible way. In oil & gas industry, Petronas has been the flagship in Malaysian economy since 1974. Through out the years Petronas has revamped the logo design towards dynamic approach on corporate identity. Another potential company is Smart Petrol, a 100% Bumiputera company that are actively involved in the supply and marketing of petroleum products since 2003. The purposes of this research mainly to contribute a benchmark or effectiveness references and has been carried out in two main methods. Scope for this research are Petronas as it is amongst the fortune 500 companies in the world and Smart Petrol as local national company. Primary data includes method from Feldman’s model, visual observation and content analysis of existing branding design. Comparative analysis unveiled the real situation in terms of design recognition, elements and marketing tools. Through interviews data have been gained regarding the roots of the corporate philosophy. Issues and findings have been achieved, documented and analyzed. To support the data, surveys of consumer’s perception have been conducted, the results shows Petronas are more recognized and marketing tools do give good impact. Overall Petronas received positive feedback, understandable and at the international level. Whilst Smart Petrol, the branding design is not convincing and unfamiliar, this company should attempt a new strategy for rebranding, adopt strategy of Petronas. Secondary data are gathered from literature review. It is necessary for restoring consumer’s trust and convincing the stakeholders to collaborate on this potential company. Rebranding for failure is a crucial task and that special attention on the corporate image and design should be given the highest priority.
format	Thesis
qualification_level	Master's degree
author	Abu Bakar, Amina Syarfina
spellingShingle	Abu Bakar, Amina Syarfina The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar
author_facet	Abu Bakar, Amina Syarfina
author_sort	Abu Bakar, Amina Syarfina
title	The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar
title_short	The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar
title_full	The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar
title_fullStr	The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar
title_full_unstemmed	The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar
title_sort	effectiveness of corporate branding design: case study of petronas and application on mart petrol, oil and gas companies in malaysia / amina syarfina abu bakar
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Art and Design
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/99299/1/99299.pdf
_version_	1811768996086677504

The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar

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