BRAND COMMUNICATION: IDENTITY IMAGE OF HAND-WOVEN SILK, PAK THONG CHAI DISTRICT, NAKHON RATCHASIMA

Authors

  • SUCHADA NAMJAIDEE คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏนครราชสีมา

DOI:

https://doi.org/10.14456/nrru-rdi.2021.1

Keywords:

Brand image, Brand communication, Brand decoding, Brand responsibility, Hand-woven silk

Abstract

The image of hand-woven silk fabrics in Pak Thong Chai district, Nakhon Ratchasima province, with brand communication in this research article focuses on proposing important four issues on 1) the brand image by creating perception, recognition, remembrance, appreciation for products and goods through a digital storefront using customer's information value management principles, 2) the effective brand communication with content marketing principles in building and promoting the brand value, and attracting customers through digital marketing communication channels, continuously adapt to the situation, and data was evaluated from demographic variables, and psychology through the central and peripheral paths, 3) the brand decoding with additional supporting factors that rely on the driving force of the brand position to differentiate and difficulty to imitate and brand’s personality that needs to be planned, and gradual changed to indicate proper prominence and a long-lasting distinction from competitors, and finally 4) brand responsibility should be taken into account the dimensions, values, ethics, protection through the fair application of the law to all stakeholders, responsive and social dimensions provide clarity in the management of guidelines, plans and objectives, including popularity, communication, and ethics. There is an educated audit and certification training and has responsibilities that do not relate to money.

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Published

2021-01-04

How to Cite

NAMJAIDEE, S. (2021). BRAND COMMUNICATION: IDENTITY IMAGE OF HAND-WOVEN SILK, PAK THONG CHAI DISTRICT, NAKHON RATCHASIMA. Research Community and Social Development Journal, 15(1), 1–14. https://doi.org/10.14456/nrru-rdi.2021.1

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Section

Academic Articles