Brand communication of products from Sisaket volcano durian shells

Abstract

          Research on “Brand communication of products from Sisaket volcano durian shells”, has purposes as follow; 1) to create a brand for Sisaket Volcanic Durian Shell products, 2) to communicate and create brand awareness for Sisaket Volcanic Durian Shell products, and 3) to evaluate the brand awareness of new Sisaket Volcanic Durian Shell products. By using a qualitative research method to collect preliminary data to design and develop a brand and quantitative research methods were used to assess the quality of media used in brand communicationม and to assess the effect of consumer brand perception. The study found that branding and communicating awareness of new products from Sisaket volcano durian shells to consumers by using online media channels to the target groups in Sisaket Province and other provinces, mainly communicated through Facebook page “Yaidee sisaket”, together with the introduction of products from volcanic durian shells in exhibitions and presentations in various forms of agencies both in the provinces and other provinces The evaluation of the quality of media used in brand communication found that; brand communication from advertising and public announcement has the most interesting content as the illustration usage, followed by appropriate access to communication channels. The evaluation of consumer brand and product perception found that the distinctiveness of the product and product features has a recognition at a very good level. Secondly, the product can reflect the outstanding agricultural waste and natural resources of Sisaket Province. The next sequence is the products reflect the charm and identity of Sisaket Province very well. With quality communications, it has resulted in further communication through national mainstream media for example, the Thai Rath online channel, the Thai PBS channel, Channel 8, and the page E Chan Talat Taek. Causes the communication and brand awareness of products made from Sisaket volcano durian shell " Yaidee sisaket" in a wider range.