1. [INTRO]duction to Food Branding: What is food branding?
Foodbrandingisa termfor foodwherebyitisa marketingpractice of creatinga name,symbol or
designthathelpsidentifyanddifferentiate aproductfromthe others. It isderivedfromthe
perception,styleandwhatthe foodis.
[Re]search Objective:
To researchthe identificationof foodbrandsindifferentareasandhow the surroundingcanaffect
the foodbrand itself andthe behaviourof the people.
[I]CC
IntegratedCommercial Complex (ICC) inPudu isknownasImbi market inthe oldendays. Until on
the March of 16th
2016, where the KL’sfavourite breakfastplace are askedbythe cityhall (DBKL) to
relocatedintothe newpremisesbyApril the 1st
.Thisis due to the Tun Razak Exchange development
by the 1MalaysiaDevelopmentBErhad(1MDB).
Ah WengKoh Hainan Tea
One of the mostpopularstallsinImbi marketwhichdrawsthe crowdswithis aromaticHainantea,
kaya toastand half – boiledeggs;aperfectwaytostart a breakfast.ItsHainanteais onlybrewed
speciallybyMr.Tan Yu Wai,the second-generation ownerof the stall andhiswife.
Environment:
The store islocatednearbythe entrance of the ICC.It has a huge openspace where Mr.Tan could
place theirowntablesandchairs.As itis sucha huge place,he sharesitwiththe otherstallsas it isa
waste to leave the space empty.Thisisalsodue tothe fact that he and the otherstall ownersare
close friends.
Surroundingspace:
As the space is huge andwide,the surroundingisclean.Itisquite humidattimes,especiallyinthe
afternoonassome complained,thiscancause a slightdegrade inthe moodof preparingtheirmeals
as theywouldgetagitatedandirritatedeasily.Infact,asthe preparationof fooddegrades,thiscan
alsocause a chainreactionto the crowd as well asthe taste will notbe as nice as theirusuals.
[O]utdoor Food Stalls
Stallsthatare presumedtonotwantingto relocate inside the ICCorunlicensedones.
Environment:
Locatedjust outside of variouspremises,itisquite crowdedandpackedasthe stallsare placednext
to each otherwithtightfittings. The airispollutedwiththe movingvehiclesnearby.Withlimited
amountof space,the chairsand tablesare placednearto each otherwhichleadstolack of walking
space.
2. Surroundingspace:
As the space is tightandpacked,it can cause humidityinthe air.The mood of the owneras well as
the crowd couldeasilychange. Affectedbyalsothe vehicle pollutantair,the hygiene of the foodis
fairlydegraded.Thus, thisleads topoorpreparationof foodandpoortaste of food.
![[INTRO]duction to Food Branding: What is food branding?
Foodbrandingisa termfor foodwherebyitisa marketingpractice of creatinga name,symbol or
designthathelpsidentifyanddifferentiate aproductfromthe others. It isderivedfromthe
perception,styleandwhatthe foodis.
[Re]search Objective:
To researchthe identificationof foodbrandsindifferentareasandhow the surroundingcanaffect
the foodbrand itself andthe behaviourof the people.
[I]CC
IntegratedCommercial Complex (ICC) inPudu isknownasImbi market inthe oldendays. Until on
the March of 16th
2016, where the KL’sfavourite breakfastplace are askedbythe cityhall (DBKL) to
relocatedintothe newpremisesbyApril the 1st
.Thisis due to the Tun Razak Exchange development
by the 1MalaysiaDevelopmentBErhad(1MDB).
Ah WengKoh Hainan Tea
One of the mostpopularstallsinImbi marketwhichdrawsthe crowdswithis aromaticHainantea,
kaya toastand half – boiledeggs;aperfectwaytostart a breakfast.ItsHainanteais onlybrewed
speciallybyMr.Tan Yu Wai,the second-generation ownerof the stall andhiswife.
Environment:
The store islocatednearbythe entrance of the ICC.It has a huge openspace where Mr.Tan could
place theirowntablesandchairs.As itis sucha huge place,he sharesitwiththe otherstallsas it isa
waste to leave the space empty.Thisisalsodue tothe fact that he and the otherstall ownersare
close friends.
Surroundingspace:
As the space is huge andwide,the surroundingisclean.Itisquite humidattimes,especiallyinthe
afternoonassome complained,thiscancause a slightdegrade inthe moodof preparingtheirmeals
as theywouldgetagitatedandirritatedeasily.Infact,asthe preparationof fooddegrades,thiscan
alsocause a chainreactionto the crowd as well asthe taste will notbe as nice as theirusuals.
[O]utdoor Food Stalls
Stallsthatare presumedtonotwantingto relocate inside the ICCorunlicensedones.
Environment:
Locatedjust outside of variouspremises,itisquite crowdedandpackedasthe stallsare placednext
to each otherwithtightfittings. The airispollutedwiththe movingvehiclesnearby.Withlimited
amountof space,the chairsand tablesare placednearto each otherwhichleadstolack of walking
space.](https://image.slidesharecdn.com/introtofb-161219100144/85/Food-Culture-Project-1-Research-Proposal-1-320.jpg)
