The Brand and Package Designing for Product Promotion of Khao Kaeo Sri Somboon Sub-district Cluster for Sewing and Craft Community Enterprise in Thung Saliam District of Sukhothai Province

Abstract

          The objectives of this research were to 1) investigate problems and needs for brand and package designing, 2) develop brand and package designing, and 3) explore the consumers’ satisfaction with the brand and its packaging for Product Promotion of Khao Kaeo Sri Somboon Sub-district Cluster for  Sewing and Craft Community Enterprise in Thung Saliam District of Sukhothai Province.
          It conducts participatory research with the community, where the method begins with qualitative research. By studying the problems and needs. Synthesize brand and packaging development concepts and use quantitative research methods to survey satisfaction with brands and packaging. The study involved a sample of 100 people. Analyze data using statistics, percentages, averages, and standard deviations. The Results Problems and demand for branding and packaging for community enterprise products, sewing groups and artificial arts. The brand lacks prominence, the color, the letters used, the lack of modernity, the clarity that conveys the identity of the community and is difficult to remember. Packaging does not attract attractiveness. It is not up-to-date and cannot add value to the product itself. There is a need to develop packaging formats that provide information that can indicate the identity of the community. Contemporary and creative Create recognition and add value to products. Development of brand design and packaging for community enterprise products, sewing and artificial arts It was found that from the study of the identity of Thung Saleem and Sukhothai communities, it consists of community symbols, Woven patterns and historical landmarks We used the data obtained to design graphic patterns on the brand and packaging to be contemporary. Simple patterns create recognition. The results of the study showed the satisfaction of the target group with the brand and packaging for community enterprise products, sewing and artificial arts groups. It was found that satisfaction with the brand was at the highest level. The average is 4.39 and satisfaction with the packaging is very high. The average is 4.17