Thai multinational companies and their corporate branding in the Asean region
Issued Date
2018
Issued Date (B.E.)
2561
Available Date
Copyright Date
Resource Type
Series
Edition
Language
eng
File Type
application/pdf
No. of Pages/File Size
126 leaves
ISBN
ISSN
eISSN
Other identifier(s)
b205884
Identifier(s)
Access Rights
Access Status
Rights
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Rights Holder(s)
Physical Location
National Institute of Development Administration. Library and Information Center
Bibliographic Citation
Citation
Aditap Ketchart (2018). Thai multinational companies and their corporate branding in the Asean region. Retrieved from: http://repository.nida.ac.th/handle/662723737/4527.
Title
Thai multinational companies and their corporate branding in the Asean region
Alternative Title(s)
การสร้างแบรนด์องค์กรของธุรกิจข้ามชาติไทยในภูมิภาคอาเซียน
Author(s)
Advisor(s)
Editor(s)
item.page.dc.contrubutor.advisor
Advisor's email
Contributor(s)
Contributor(s)
Abstract
The objectives of the study, Thai multinational companies and their corporate branding in the ASEAN region, are to study the process of corporate branding of multinational companies in Thailand, to study the process of corporate branding of multinational companies in the ASEAN region.to study the factors based on the branding process of domestic organizations and expansion to ASEAN and to summarize data based on the corporate branding model for Thai multinational companies to expand to the ASEAN region. The study used qualitative research through conducting in-depth interview with key informants from 6 corporations, consisting of two from service sector, two from industrial sector and another two from agriculture sector. The selection of these key informants is in accordance to Thailand’s 20-year National Strategy, in which these corporations are included. Additionally, they are listed in the Stock Exchange of Thailand, and ranked in the top 10 highest brand value by the Faculty of Commerce and Accountancy, Chulalongkorn University. Additionally, the in-depth interview was conducted with other experts from both academic and business sectors, supplementing the main analysis derived from the key informants. Furthermore, quantitative research was also implemented through surveys with recipients of messages, both domestic and international
The results of the process of brand building in all organizations is usually in alignment with the corporate strategies, in order to steer the organization towards the desired direction. The process consists of 1) assessment of brand positioning to identify strengths and weaknesses and bridge business gaps; 2) identifying targets and designing key messages as a part of marketing communication plan, and preparing a back-up as contingency solution; 3) analyzing competitors to differentiate and develop for the better, as well as being prepared for both defensive and offensive approaches; 4) analyzing target audience and communicate in the way that attracts or satisfies them; 5) identifying interventions and their execution plan, which is flexible enough to be adjusted in any case of unexpected events, and monitoring closely to ensure a proper progress with contingency plan at disposal; and 6) measuring performance results against plan and identifying lesson learned from mistakes, and putting Knowledge Management in place to provide opportunities to learn from both achievements and failures. The process of brand building in ASEAN share a similar approach with the process in Thailand, however differences from the process found in Thailand include 1) a thorough study of cultural, social, technological and economic aspects to understand the business fundamentals of the target countries and 2) human and natural resources required, in order to build trustworthiness among people, which advocate and protect the brand itself. The internal factors which impacts brand building process of Thai businesses in ASEAN include 1) Human factor, including employees of each organization, 2) Tools and working resources, 3) Financial investment and 4) Work process. The external factors which impacts brand building process of Thai businesses in ASEAN include 1) Social, legal, and cultural factors, 2) Political factor, 3) Technological factors and 4) Economic factors.
According to qualitative research through in-depth interview with key informants, who are top management staff responsible for brand building, and quantitative research through survey of organizations to cross-verify the information gained, together with in-depth interview with the experts in the business and academic sectors, the researcher concludes the 4 brand building processes in ASEAN, which are 1) Brand Analysis, 2) Brand Identity, 3) Brand Implementation, and 4) Brand Assessment.
Table of contents
Description
Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2018