How Randomness is Controlled in Dynamic Identity to Maintain Recognisability: A Case Study of Flip Burger, an Indonesian SME

Abstract

The digital world’s development impacts how brands are established. Digital branding continues to increase in cost despite digital marketing being an affordable marketing approach. Information and communication technologies are revolutionizing the world and entities are changing rapidly similar to brand identity. Small and medium enterprises (SMEs) encounter challenges in adopting fast-changing technological advances due to the lack of resources and finances. In the past, brand identity used to be static but the digital brand identity concept is currently emerging. The study investigated the role of digital brand identity in a popular Indonesian SME food chain, Flip Burger. A brief introduction is introduced of the company, the company is evaluated on three aspects namely Creator, Imagery, and Audience. A detailed description of the statistical analysis and tools used is presented. Furthermore, the study identified the control, randomness, and recognisability of the company. The study benefits SMEs in developing their digital dynamic brand identity.