Marketing communication for brand image renewal : a case study of Thailand Securities Depository Company Limited | |
| Author | Narisara Intarakomheang |
| Call Number | AIT RSPR no.SM-07-22 |
| Subject(s) | Thailand Securities Depository Company Limited Brand name products--Marketing--Thailand Product management--Thailand |
| Note | A research study submitted in partial fulfilment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | Branding is one of major issues in business strategy. It is a strategy that a firm can use to secure a desired position in the prospect's mind. The process begins with decisions regarding a desired brand identity and is then managed to ensure that the brand image is on target. Under a branding strategy, a brand image is one of element that needs to be carefully managed as a strong brand image plays a significant role in bringing business success. A recognizable and trusted brand image may make it more likely that a customer will support a firm's products and services. However, a favorable brand image does not happen automatically. Marketing communication is required to create favorable, strong and unique associations about the brand. An effective marketing communication strategy is required to deliver a desired brand image to the customers. However, there is no one best way that an effective marketing communication strategy can be used by all firms. There are many factors that need to be considered in developing an effective strategy for each firm such as the nature of business and its environment. A case study of a service firm in the financial sector in Thailand, specifically the Thailand Securities Depository Co., Ltd. (TSD) has been conducted to identify and analyze the effectiveness of its current marketing communication strategy for brand image renewal. This study shows that the firm is facing the problem of customers' misperception regarding the firm's image. The firm solves this problem by launching a re-branding strategy and is now searching for the most appropriate method of marketing communication to communicate its desired brand image to the customers. However, the study finds that there are some weaknesses in the firm's current marketing communication decision making process and its marketing communication mix that can be improved. Therefore, the study proposes some recommendations for the more effective method of marketing communication on brand image renewal for the firm. |
| Year | 2007 |
| 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) | Dimmitt, Nicholas J. |
| Examination Committee(s) | Kauranen, Ilkka;Tang, John C. S.; |
| Scholarship Donor(s) | The Stock Exchange of Thailand |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |