การสร้างบุคลิกภาพของตราสินค้าอาหารแปรรูปอรวรรณผ่านฉลากบรรจุภัณฑ์

Jetchan Atthaisong; Nonthalee  Boonthad Karoonyasiri; ์Nawaporn Rattanaburi; Patcha  Treemonkol; Passachon  Panijja; Nonthalee  Boonthad Karoonyasiri

Authors

Jetchan Atthaisong Rajamangala University of Technology Tawan-ok
Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi Rajamangala University of Technology Suvarnabhumi
Nawaporn Rattanaburi Rajamangala University of Technology Suvarnabhumi
Patcha Treemonkol Rajamangala University of Technology Suvarnabhumi
Passachon Panijja Rajamangala University of Technology Suvarnabhumi
Nonthalee Boonthad Karoonyasiri Rajamangala University of Technology Suvarnabhumi

Keywords:

Personality, Brand, Logo, Package, label

Abstract

The objectives of this research are to create brand personality of processed food and develop label on packaging under the Orawan brand. The research tool is an Adobe Illustrator program for design. Create logo and label prototypes through new packaging label designs. Trial production and market testing. Training about the new label packaging. Research results found that, create a logo of an excitement brand personality, in term of spirited and young, this results in higher sales from newer, younger market. Make a difference with brand expansion strategies, it have a distinctive brand identity. Using the brand name “Orawan” to create a contact with “Good things in Singburi”. Maintain quality according to OTOP 5 star standards and create stories with “First Class” products, resulting in customers being confident in the quality and trust of the products. Once purchased, there are repeat purchases and word of mouth. Develop label packaging to have a common identity for all product lines, using a new logo. Then trial production and market testing. The customer’s satisfaction and like a new logo and labels, continue to a total sales revenue increasing to 15%. The results of this research there are 3 types of appropriate labels that can actually be used commercially for the Mae La Inburi Orawan fish processing community enterprise group: the fish sausage label, sun-dried snakehead fish label, and sun-dried pork label. There is also advertising at the point of purchase that can actually be used for commercial purposes.

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