The Strategies of Building a Brand That Adjusts to The New Normal Society in a Digital Era from The Most Admired Community Product Entrepreneurs of The Year

Abstract

This research aims to study the branding strategies of the Community Product Entrepreneurs of the Year (Thailand e-Commerce Genius 2022). The process consists of five main steps: Target consumer identification, Brand design, Brand identity creation, Brand building implementation, and Leveraging the brand. A qualitative research methodology was used, including in-depth interviews and documentary research. The research findings revealed that target consumer identification has evolved in the digital era, becoming more focused and allowing brands to be more precise in targeting specific groups. Brand design is determined by the business vision, emphasizing the delivery of emotional value. Brand identity creation aims to reinforce identity clarity, connecting brand awareness, revealing brand exposure to target audience, and enhancing market opportunities and sustainable growth. Brand building implementation shows that making community identity products widely known requires integrated marketing communication tools through omni-channel methods, especially using owned media like Facebook pages, which are effective in providing comprehensive information at low costs. Leveraging the brand occurs when the product clearly reflects community identity, gains quality certification, and develops innovative features. Key factors for brand success include understanding the brand identity thoroughly, targeting the right customers, and communicating effectively to the target audience.