Brand Building and Brand Communication Strategies for Banana Powder to Increase Competitiveness of Thakrapee Community Enterprise on Safe Agriculture, Suphan Buri Province
Keywords:
Brand Building, Brand Communication, CompetitivenessAbstract
The purposes of this research were to: 1.analyze the strategy of brand banana powder product, 2.prescribe brand building and brand communication for banana powder of Thakrapee community enterprise on safe agriculture, 3.communicate brand name of banana powder product of Thakrapee community enterprise on safe agriculture. The population and samples for the study were the entrepreneurs who produce/sell the banana powder, experts, academics and people having ulcer problems/Gastroesophageal Reflux Disease-GERD. It is a mixed study combining a qualitative with quantitative researches. The first one used a structural interview with content analysis but the latter used a questionnaire and the data were analyzed using descriptive statistics, namely percentage, mean, and standard deviation. The findings of the study were as follows: on building brand banana powder, Win Garden analyzed customer groups, the competitors and brand banana. He was able to specify brand identity, brand positioning and brand value to link the identity, positioning and brand personality in order to lead to “Good Product, Clean and Safe Directly from the Garden to Customers”. There was a decode of each word by using a colored letter and imagination for the design of brand communication through both online and offline appropriate for the target groups for the customers to know, desire and trial buy. When there is consumption, the customers receive the product value, a flow of words of mouth and brand royalty occurred to the product in the end.
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