| Author | Apiraporn Sutcharitrungsee |
| Call Number | AIT RSPR no.SM-02-05 |
| Subject(s) | Product management--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-02-05 |
| Abstract | Branding is powerful element for goods and services in the global market. At present,
many countries tried to build the country as a brand to promote their brands domestically
and internationally by aiming to effect of the country of origin on the country brand image.
Thailand is the one of the Asian countries, which is building the national brand to increase
the export potential of Thai expo1ters and entrepreneurs.
To build the strong brand depends on the building process and development including the
elements and communications to create the consumers' perception on brand. This research
provides the brand building concept of Thailand brand and some case studies of another
Asian countries. The communication is very imp01tant for building the brand that not only
creates awareness of brand but also acknowledge the meaning of brand to consumer. At the
end, some recommendations are proposed for the Thailand brand to develop the brand
effectiveness. |
| Year | 2002 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-02-05 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tocquer, Gerard; |
| Examination Committee(s) | Sunanta Siengthai;
Bechter, Clemens; |
| Scholarship Donor(s) | Asian Institute of Technology Partial Scholarship;
Ministry of Commerce, Thailand; |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2002 |