Local to Global: Strategic Communication Model of Thai Craft Chocolate Brand: Local Identity to Global

Abstract

The research objectives were 1) to study the identity and stories Thai Kraft Chocolate brand to become an identical product of Nakhon Si Thammarat province.2) To develop the communication of the Thai Craft Chocolate brand to identical products of Nakhon Si Thammarat Province. This research used qualitative research methods and content Analysis, and combined with quantitative data, descriptive statistics were analyzed. The research instruments were in-depth Interviews. The key informants in the in-depth interviews were 6 entrepreneurs and people involved with the One More Thai Craft Chocolate brand (Number of current entrepreneurs, employees, and related parties). On issues related to brand elements and target customer groups both inside and outside the provinces who have purchased 20 Kraft Chocolate products.

The finding revealed that important elements of a brand are divided into 2 parts: 1) Elements of the brand story (Story) which consists of sub-elements: brand name, target customers product positioning, and brand personality. 2) Elements in brand symbolism consists of sub-elements: letters, brand colors, logo and brand imagery. Including analyzing the relationship between each element to communicate the brand in the same direction. Able to communicate effectively. Once developed in various elements, entrepreneurs will continue to communicate the brand. There are guidelines for communicating with 3 main objectives: 1) Building brand awareness.2) Building brand image and 3) Delivering brand value by communicating local identities that have been analyzed and determined It's a different selling point. It has come along with the development and communication of the brand at every stage. The research process The researcher has developed the SSC Branding Model Canvas to be used as a tool to make it easier for entrepreneurs to develop brand communications and effective brand communication and marketing to prepare for bringing identity products to the international market in the future.