THE INTERNATIONAL MARATHONS BRANDING CREATION MODEL OF THAILAND

Abstract

The purpose of this research were to 1) analyze the branding creation processes and the projected brands of the international marathon events, 2) evaluate the perceived brand image of the international marathon events, 3) evaluate the effectiveness of branding strategies of the international marathon events, and 4) propose the international marathons branding creation model of Thailand. Mixed methodology was employed in this study. Researcher gathered 400 sets of questionnaires from runner who participate in Khon Kaen international marathon, Chombueng Marathon, and Laguna Phuket International Marathon to collect quantitative data. Semi-structured interviews and focus group were also conducted to collect qualitative data from 10 event organizers. Coding analysis was used for the interview and focus group results, whereas descriptive statistics (i.e. frequency, percentage, mean, and standard deviation) and inferential statistics (i.e. paired sample t-test, ANOVA, and multiple regression) were employed for the analysis of quantitative data.

The research results revealed that 1) Current international marathon branding creation process is: (1) theme creation, (2) development of event elements, (3) event communication, and (4) performance evaluation. The projected brand image of the Thailand international marathon is ‘a world class marathon standard for amity and healthy’. 2) Before participation, runners perceived moderate brand image in terms of standard, universality, and friendship respectively while perceived low brand image in terms of health, and overall. After participation, runners perceived moderate brand image in terms of universality, friendship while perceived low brand image in terms of health, standard, and overall respectively. 3) White ocean strategy were high effectiveness following by integrated marketing communication strategy, and content marketing strategy respectively. Product differentiation strategy were moderate effectiveness following by cost leadership strategy and influencer marketing strategy respectively. Additionally, increasing use of white ocean strategy has the most impact on intention to revisit following by product differentiation strategy, content marketing strategy, and integrated marketing communication strategy influence respectively. 4) The model of the international sport event branding creation in Thailand was developed in 9 step: (1) explore the venue, (2) brand essence, (3) brand identity, (4) brand positioning, (5) brand elements, (6) brand strategy, (7) brand delivery, (8) brand alliance, and (9) brand valuation.

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