Communicating the brand "Korakot" to Develop Community products according to Community Economic Policy

Abstract

          This research aims to study the branding process, brand communication tools, and the proposal for disseminating knowledge about the branding process and brand communication tools to develop Local products according to community economic policies. It is qualitative research using in-depth interviews. A total of 23 key informants were selected specifically. The tool was a structured in-depth interview guide. Analyze data by creating conclusions.
         The research results found that 1) the branding process consists of 6 steps as follows: (1) Brand Purpose (2) brand positioning, using local natural materials applied to artworks to create unique identity (3) creating differences and added value, customers can define the structure, design uniquely that is not repeated in patterns and styles of other works (4) Brand Identity to create brand recognition, using the name “Korakot” as a brand representative shows responsibility for all work (5) Brand Trust, continuous communication including after-sales service and (6) Brand Beneficence, doing good deeds for the brand, delivering quality products and creating careers and distributing income to people in the community 2) Brand communication tools use communication tools as follows: (1)  Corporate communication, divided into internal communication, using face-to-face communication and communicating via LINE groups, external communication, using brand awareness creation through media, via websites, and also using communication through working with government agencies by being invited as a speaker for community product development projects of the Ministry of Commerce and the Ministry of Culture (2) Marketing communication, focusing on sales promotion through organizing activities together with direct marketing through the main message, which is a Resort, The Sea and Summer that reflects the brand, by planning the event schedule annually and (3) Dialogue communication, focusing on face-to-face communication at exhibitions in Thailand and abroad, which can reach specific target groups. and create long-term brand growth 3) Proposals for disseminating knowledge about brand communication include the process of brand building, the importance of building people, and brand communication tools.