International Journal of Business and Management; Vol. 8, No. 2; 2013 ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education The Common Challenges of Brand Equity Creation among Local Fast Food Brands in Malaysia Teck Ming Tan1, Rasiah Devinaga2 & Ismail Hishamuddin2 1 Centre for Diploma Programme, Multimedia University, Melaka, Malaysia 2 Faculty of Business and Law, Multimedia University, Melaka, Malaysia Correspondence: Teck Ming Tan, Centre for Diploma Programme, Multimedia University, and Melaka, Malaysia. Tel: 60-6-252-3091. E-mail:
[email protected] Received: August 16, 2012 Accepted: December 26, 2012 Online Published: December 28, 2012 doi:10.5539/ijbm.v8n2p96 URL: http://dx.doi.org/10.5539/ijbm.v8n2p96 Abstract This study reflects on the need to examine the challenges of brand equity creation among Malaysian fast food brands. There was a need to observe brand awareness which contributes greater variance on brand trust, attitudinal brand loyalty, and overall brand equity than perceived quality across global and Malaysian brands. The main purpose of this study was to provide a better management practices for branding strategy and brand tracking; highlighting the natural drawbacks on focusing the perception of brand quality that have been exercised by many Malaysian fast food brands. The result of this study reveals that the dimensions of consumer-based brands equity could be reasonably related to category specific. Keywords: brand equity, category specific, fast food, perceived quality, brand awareness, Malaysia 1. Introduction Brand is defined as the identity of a specific product, service, or business and it could take many forms, including a name, sign, symbol, colour combination or slogan (Aaker, 1991).