Sharifah Alwi

Dr. Sharifah Alwi is a Reader in Corporate Branding and serves as Course Director for the MSc in Strategic Marketing at Cranfield School of Management, Cranfield University. She also holds a visiting Professorship in Brand Management at Univeristà Cattolica in Milan, where she has served for seven years with a focus on corporate branding in the luxury sector. Her academic journey includes significant roles at Brunel Business School as Research Head for the Marketing and Corporate Brand Management Group, Director for Undergraduate Studies, and Program Director for the MSc in Corporate Brand Management, as well as Senior Lecturer in Marketing at the University of Malaya in Kuala Lumpur.

Dr. Alwi's educational background includes BSc (Hons), MSc (Hon), PhD, PGCert, and FHE qualifications. Her teaching philosophy centers on inspiring students through industry-led case studies, bringing real-world business challenges into the classroom to enhance students' competitiveness and employability in the job market.

Her primary research focuses on corporate brand image, corporate brand equity, and brand communication to various stakeholders. Recent work explores the effect of equality, diversity, and inclusion (EDI) on stakeholder support within the corporate luxury brand sector. She has established research partnerships with institutions and businesses across the UK, Italy, and Malaysia. Her publications span top journals including the British Journal of Management, Business Ethics Quarterly, International Marketing Review, European Journal of Marketing, and Journal of Business Research.

Dr. Alwi's publication portfolio demonstrates consistent output in corporate branding, with recent emphasis on luxury sector applications, digital branding challenges, consumer behavior in multicultural contexts, and Islamic financial services marketing. Her work shows strong international collaboration patterns and practical applications for businesses, particularly SMEs.

She actively engages with industry through advising SMEs on brand identity development and communication strategies. Notably, she collaborated with Professor Ainurul Rosli on developing community rural brand identity in Borneo, working with Sabah Tourism and local villagers to promote the area to domestic and international tourists.

Her academic service includes developing community rural brand identity projects, advising SMEs on brand development, and integrating industry challenges into her teaching curriculum. She has also contributed to book chapters on Islamic Marketing and Branding, Corporate Branding, and Fairness Management.