Guidelines for Branding Development of the Nong Khuen Chang Weaving Group Tha Song Khon Sub-district Mueang District Maha Sarakham Province

Abstract

This research consists purposes were 1. to analyze the current situation regarding the development of branding of the Ban Nong Khuen Chang weaving group 2. to study the differences in demographic characteristics regarding opinions on the development of branding of the Ban Nong Khuen Chang weaving group and 3. to develop the branding of the Ban Nong Khuen Chang weaving group, Tha Song Khon Sub-district Mueang District Maha Sarakham Province. This study employed a quantitative research design using a questionnaire as the research instrument. The target group comprised 35 participants who were all selected through purposive sampling. Data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation. The research findings revealed that 1) The overall level of brand creation of the Nong Khuean Chang weaving group, Tha Song Khon Sub-district Mueang District Maha Sarakham Province, was high (x̅ = 4.43, S.D. = 0.19) 2)The overall level of brand building of the Nong Khuean Chang weaving group, Tha Song Khon Sub-district Mueang District Maha Sarakham Province was high (x̅ = 4.36, S.D. = 0.19) and 3) The overall level of brand development of the Nong Khuean Chang weaving group, Tha Song Khon Sub-district Mueang Distric, Maha Sarakham Province, was high (x̅ = 4.34, S.D. = 0.48).