The Development of Product Co-Branding of Pandan Weave Network, Yala Province

Abstract

The objective of this research was to develop co-branding and co-packaging of the pandan weave network of Yala province. The study was carried out using the research and development method. Data collection was performed via focus group discussion, development operation, and questionnaires replied by the target group including chairmen and members of four community businesses of the pandan weave network of Yala province, specialists in branding design, and customers who had purchased and used pandan weave products. The data derived from group discussion and development operation were analyzed, synthesized, compared, and composed in rational descriptive writing, while those data from questionnaires were processed by the statistical package program to determine frequencies and percentages. Results of the research indicated that the development of co-branding of the pandan weave network of Yala province was carried out under the name, “SAN-JAI-YALA”. The symbolic image of the co-brand was hearts weaved together with “SAN-JAI-YALA” words appeared underneath. Tones of color applied were red and green – red implied hearts, while green implied naturalness or the color of pandan. Customer satisfaction on the co-brand’s symbolic image of the pandan weave network, Yala province, indicated that the symbolic image number three was most satisfied at the average of 51.25%.