Brand Creation for Ebony Seeds’ Products (the Case of Baan Wat Makluea Community in Nakhon Pathom, Thailand)
Year: 2024
Type: article
Abstract: This research developed a brand identity for products made from ebony seeds (Makluea) by the Baan Wat Makluea community in Nakhon Pathom, Thailand. Utilizing a mixed-methods approach, focus group interviews identified the community's desire for a brand reflecting their sustainable practices and cultural heritage. Surveys then evaluated two brand prototypes, evaluating their visual appeal, cultural relevance, and environmental messaging. The preferred prototype, along with a chosen illustration of the ebony seed, effectively communicated the community's values and provided a strong foundation for future marketing efforts. The study highlights the importance of integrating community input and quantitative evaluation in brand creation for sustainable economic development and cultural preservation.
Author: Nalin Simasathiansophon
Institution: Suan Sunandha Rajabhat University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405710272