PERSONAL BRANDING IN THAI COUNTRY MUSIC ARTIST: A CASE STUDY OF POPPY PRACHYALUK

Abstract

The research article on Personal branding in Thai country music artist: a case
study of Poppy Prachyaluk is a qualitative research. The purpose of this research
is describing personal branding of Thai country music artists a case study of Poppy
Prachyaluk, Yung-Kao Record label. A researcher analyzes the data by using
in-depth interview method. The question of this research base on the analysis of
all 10 elements, the concept of an important element in a reputation person
branding of Roberto Alvarez del Blanco and interview the target group in 3
dimensions are the music label manager, the selection and development artists
and the artist including other research and documents. A researcher uses the
concept of branding and personal branding base on key elements in the creation
of the brand as a framework to study the creation of reputation artist and
the concept of integrated marketing communication to study contact point for
personal branding of Poppy Prachyaluk. The result of this research found that
personal branding of Poppy Prachyaluk, Thai country music artist are from
10 elements integration. The core elements are personal character, voice identity,
the experience, the musical skills, and the winning of Mic Thongkham TV show
are encouraging to listeners to believe in singing abilities. And also the personal
characterwith patience, perseverance and simplicity are the main points that
the music labels create brand image through music style and dress as well as
using media in all channels and support the listener to see the ability and other
elements in term of social values that the Thai music country is being famous

and also having a fan since entering the competition in TV show is the highlight
for a personal branding communication to a listener group that affect the success
of Poppy in country music industry.