Skip to Content
Exit Menu
Dr Sharifah Alwi

Dr Sharifah Alwi
Reader - Corporate Brand Management

Research area(s)

Branding at different levels namely:

  • Corporate and small medium-sized enterprises
  • Product and Services
  • Online/Internet/Digital
  • Human/Personal brands
  • Public Sector/Higher Education
  • Consumer Behaviour’s impact on Social Media Brand Strategy and Brand Equity

Research group(s)

Research Interests

Over the years, I have established several fruitful research partnerships with institutions and businesses across different industries and sectors within the UK, Italy and Malaysia. In particular, I am passionate about helping small business owners,  company managers and university marketing administrators to differentiate and position their businesses and services from a corporate branding’s level perspective. My recent works include developing firm strategic branding in SMEs and designing institution corporate brand identity using social media and technology.  

Research grants and projects

Research Projects


Creative Research Methods
Funder: Centre for Entrepreneurship and Sustainability, CBASS
Duration: February 2021 - July 2021


Investigation of Broadband Usage: Individual and Businesses’ Perspectives
Funder: Malaysian Development Corporation (MDEC)
Duration: December 2011 - March 2020

Primary researcher

Islamic Branding and Marketing For Malaysia. A Joint Study between University of Malaya and Oxford Said Business School
Funder: Ministry of Higher Education, Malaysia (MOHE)
Duration: February 2011 - February 2012

Primary Research - A Collaboration of University of Malaya/Malaysia and Oxford Said Business School on Islamic Branding and Marketing For Malaysia: Islamic Financial Services with aim to provide strategic direction for Islamic branding in Malaysia

Investigation of Corporate Brand Images of Business Schools in Malaysia
Funder: University of Malaya, Malaysia
Duration: -

Primary researcher

Project details

Selected research grants where Sharifah acts as principal and co-investigator are as follows:

  • The role of community branding in building sustainable entrepreneurship among independent, palm oil small holders in rural Sabah, Malaysia (Funder: Global Lives, working with a Brunel colleague, Professor Ainurul Rosli and Dr Jane Chang from Coventry University) -Disseminating our research finding in February 2020; see here.  
  • The Impact of Brand and Corporate Brand Performance on Financial Performance (Funder: WPP Millward Brown, working with a Brunel colleague, Dr Andreas Georgiadis, Professor Christos Pitelis, Leeds Business School, and Professor Lia Zarantonello, Roehampton University, UK) 
  • Investigation of Corporate Brand Images of Business Schools in Malaysia (Funder: University of Malaya, working with Dr Norbani Che Ha University of Malaya, Malaysia)