BRAND MANAGEMENT OF WORLD - CLASS STANDARD SCHOOL

Abstract

          The purposes of this research were 1.to identify the factor of brand management of world-class standard schools and 2.to verify the factor of brand management of world-class standard schools. The research populations consisted of 232 schools of world-class standard schools The sample size was determined and based on Krejcie and Morgan’s Sample Size Table. The sample obtained from stratified random sampling consisted of 148 secondary schools in Thailand. The 296 respondents included school directors and school heads of Assurance Quality. There were only 288 respondents sending back the questionnaires (97.30% of the sample). The research instruments were the semi-structured interview, the opinionnaire, and the questionnaire of verify the research findings. The statistics used to analyze the data analysis were frequency, percentage, arithmetic mean, standard deviation, and Exploratory Factor Analysis and content analysis.

           The findings of this research were as follows:

            1.The factor of brand management of world-class standard schools were six factors namely: 1.Quality Management, 2.the recommendation recognition culture of stakeholder, 3. Communication, 4. Keep a promise 5. Mentoring in Organizations, and   6. Development Strategies Management.

           2.The experts confirmed factors of brand management of world-class standard schools were verified to meet with accuracy standards, propriety standards, feasibility standards, and utility standards.