The "Asian" brand

Driving through many towns, you may notice a sign (usually in a shopping center) that simply says "Asian." Usually in bold red letters. Everyone knows it's a place to get Asian food.

My question is: Is there more value in simply using the word "Asian" as your brand than in building a unique identity? Sure building your own brand can be a long and hard process. Plus, if you don't know what you are doing, you can build a bad brand far easier than a good one. So is it just easier to piggy-back on the already established Asian brand? It is easier, but ultimately it's a mistake. Asian? So what? It doesn't speak to me as a consumer. If I see a McDonald's sign, I know exactly what to expect. If I see the famous Chili's sign, I know what to expect. What does Asian say? Nothing. You don't truly know what the food or atmosphere will be like.

But maybe I'm wrong. I've seen this multiple times in different cities.

So now ask the question, what does your brand say to people?