THE RELATIONSHIP BETWEEN BRAND IDENTITY AND SCHOOL EFFECTIVENESS OF HIGH-COMPETITIVE SCHOOL UNDER BANGKOK SECONDARY EDUCATIONAL SERVICE AREA OFFICE

Abstract

          The purposes of this research were to determine: 1) the brand identity of high-competitive school under Bangkok secondary educational service area office
2) the school effectiveness of high-competitive school under Bangkok secondary educational service area office and 3) the relationship between brand identity and school effectiveness of high-competitive school under Bangkok secondary educational service area office. The sample consisted of 54 high-competitive schools under Bangkok secondary educational service area office. The 4 respondents of each school were 2 administrators and 2 teachers, 216 in totality. The research instrument was a questionnaire concerning the brand identities based on Urde’s concept and school effectiveness based on Shannon and Bylsma’s concept. The statistics used to analyze the data were frequency, percentage, arithmetic mean, standard deviation and Pearson’s product correlation coefficient.

       The results were found that:

1. The brand identity of high-competitive school under Bangkok secondary educational service area office, overall and individual, were at the high level; sort descending were vision and mission, competence, personality, culture, expression, relationship, value proposition, promises and core values and position
2. The school effectiveness of high-competitive school under Bangkok secondary educational service area office, overall and individual, were at the high level; sort descending were supportive learning environment, clear and shared focus. High level of family and community involvement, high standards and expectations for all students, high levels of collaboration and communication, curriculum, instruction and assessments aligned with state standards, focused professional development, frequent monitoring of learning and teaching and effective school leadership.
3. There was a relationship between brand identity and school effectiveness of high-competitive school under Bangkok secondary educational service area office at 0.01 level of statistical significance.