Development of Factors for Measuring Brand Identity of Handicraft Brand for its Visual Identification
Jan 2026, Vol. 4, No. 1, Issue
Author(s)
Prerna Narayan (National Institute of Fashion Technology, Delhi, Hauz Khas, New Delhi)
Deepak Joshi (National Institute of Fashion Technology, Patna NIFT Campus, Mithapur Farms, Patna, Bihar)
Abstract
Handicraft and Bihar, has a brilliant and unique connection, which adorns its aura. With the concept of brand in recent times, the handicraft sector too, needs to match with the need of the time, which is crucial for its longevity and sustenance. Thus, this paper is an attempt for Branding of Handicraft Brand, by exploring and developing factors responsible, for measuring its Brand Identity, in order to help in its Sustenance. This study highlights the importance and need of branding in the handicraft sector. Brand identity is crucial for the success of any product brand, hence, this study, advocates for Bihar handicraft (Sujani Embroidery of Bihar, with selected handicraft brand by Govt. of Bihar). The methodology adopted for this study is in-depth literature study from peer sources, for investigating the constructs responsible for development of brand identity followed under different product categories. Further, primary studies have been conducted in the form of Delphi Method, Questionnaire development, Survey and Factor Analysis, using Varimax rotation on SPSS. Based on the analysis, factors have been developed, which would help in defining the brand identity for handicraft brands, in order to help the brand in its identification by its stakeholders. This study is novel and unique, as no such study on handicraft sector has been done, which defines the factors responsible for measuring brand identity of handicraft brand, to the best of researcher’s knowledge.
Keywords
Handicraft, Sujani, Sustenance, Bihar, Brand Identity, Visual Identification
DOI :
Copyright & Licence
Authors publishing in JAARD retain copyright in their work and grant the journal the right of first publication. Published articles are made available under the Creative Commons licence specified by the journal. Current licence: Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).
Dates
Published: 30th Jan 2026
Received: 15th Oct 2025
Accepted: 8th Dec 2025
Pages : 1-16
Citation
Narayan, P., & Joshi, D. (2026). Development of factors for measuring brand identity of handicraft brand for its visual identification. International Journal of Arts, Architecture & Design, 4(1), 1–16. https://doi.org/10.62030/2026Janpaper1
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