INTERNAL BRANDING AND COMMUNICATION ON BRAND SUPPORTING BEHAVIOURS OF EMPLOYEES OF PRIVATE ORGANIZATION INVADING ASEAN MARKET

Abstract

The  objectives of this research are to understand the definition and meaning of , as well as to find psychological and social causative conditions of internal branding, brand communication, and brand supporting behaviors of employees of a private organization invading ASEAN market.  The methodology is a qualitative case study of 2 companies, one is the Thai Beverage Public Company Limited which runs a production business, the other is the Supamitr Hospital Public Company Limited which runs a service business. The researcher performed in-depth interviews with 23 employees from executive, human resource, marketing, and branding and brand communication sections. Results are divided into 5 parts. 1) understanding that the definition and meaning of branding and brand communication are the formation of thrust and perception on internal branding, vision, mission, policies, and values among employees. 2) All employees are responsible for the formation of internal branding. Executive administrators have to set up policies. The process of brand formation comprises of orientation, training, group discussion, summarizing, and reviewing. The process of brand communication comprises of internal communication, marketing communication, and positive word of mouth. 3) Causative conditions for brand formation and brand communication are employee satisfaction in 2 aspects. i.e., social aspect, which are working environment and perception of organization support, and psychological aspect, which is motivation to work. 4) Brand supporting behaviors of employees have 2 aspects, i.e., attitudes and behaviors. Attitudes comprise of brand identity, brand commitment, and brand loyalty. Behavioral aspect is brand performance.  5) As to policies into ASEAN market, organizations use 2 patterns of policy. Active policy goes to other ASEAN countries to run business while passive policy runs business to serve ASEAN customers that come to Thailand.