Asawin NedpogaeoKrit Hongjanya2023-05-022023-05-022019b208134https://repository.nida.ac.th/handle/662723737/6393Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019This research aims to study and propose Thailand brand model based on semiotic analysis which covers all critical six dimensions of national competitive identities: people, culture, product, tourism, investment and governance. A motive of this study comes from seeing many successful nation brands for instance South Korea that enhance the country development for sustainability. Thailand has faced many longaccumulated problems and in the meantime the country is encountering new challenges from globalization. Consequently, a policy of building Thailand brand would be a part of the country strategies to solve problems and create good image and reputation of Thailand. In addressing this issue, the objective of this dissertation is importantly to reveal the national competitiveness and strengthen the most positive identities for Thailand brand promotion. A mixed method is employed to analyze key variables and effects. Qualitative method consists of content analysis of the international ranking reports, the National Economic and Social Development Plans (NESD), Thai governmental policies, Amazing Thailand campaigns, and in-depth interview of 50 key experts in each field of national competitiveness. Quantitative method is used to quantify the defined variables and generalize results from total 1500 samples to a model of Thailand brand by confirmatory factors analysis. Semantic differential test is also employed to find the perception gap between 700 sample of Thais and 800 sample of foreigners towards each national identity of Thailand brand. The research finding reveals that among six competitive identities of Thailand, the perception and image of people, tourism and investment are statistically significant to the whole of Thailand brand. Thai people is the first and foremost impactful factor to Thailand brand due to the highest correlation at 0.87 and the highest estimation at 75 percent. Thai tourism is the second rank with correlation score at 0.84 and the estimation at 70 percent, and Thai investment is the third rank with the correlation score at 0.82 and the estimation at 66 percent. It means that any change of these top three factors would lead to an alternation of Thailand’s image and reputation. With semantic differential analysis, the characteristics of generosity, diversity and opportunity are interpreted as key connotative meanings of Thailand brand. From semiotic analysis, there are many myths supporting those brand attributes for instance a myth of ‘Thai Smile’ as the brand positioning of being the friendly and welcoming country. In ranking of the most memorable symbols representing Thailand brand, both Thais and foreigners give the highest scores to the top three symbols which are Thai Foods, Thai King, and Thai Buddhism. Brand archetype of Thailand is composed of Friend, Jester and Explorer. Furthermore, 40 percent of Thai respondents votes Japan as the country model for Thailand branding with reasons of high cleanliness and orderliness (20 percent), high safety standard (12 percent), and high discipline and social responsibility (11percent). This result indicates a need of change for the better living quality in Thai society because the research also finds a sign of Thais’ dissatisfaction to many negative images such as poverty, inequality, and corruption. Eventually, the result shows that 76 percent of Thai respondents would like to change the country for better image by supporting the policy of Thailand brand and the cultural branding approach would be suitable in this current situation due to having lots of semiotic resources. It may conclude that Thailand branding project could occur by the support of Thai people and foreigners. The success would be achieved faster with participation of all stakeholders and efficient leadership in Thailand branding process.632 leavesapplication/pdfengผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)Branding (Marketing)Communication in marketingtext--thesis--doctoral thesis10.14457/NIDA.the.2019.114