STRENGTHENING THE BRANDING OF COMMUNITY PRODUCTS TO BOOST SUSTAINABLE COMPETITIVENESS

Abstract

The objectives of this research are twofold: (1) to enhance the identity of community products to increase sustainable competitiveness, and (2) to test the market for community product identity of Nakhon Wang Yai, Udon Thani Province. The samples utilized in this research include (1) an analysis of packaging demand; (2) an evaluation of packaging prototypes conducted by three experts using assessment forms; and (3) market testing of community product identity with consumer groups. Data was collected from 100 individuals using questionnaires as a research tool. The findings indicated that (1) both the community and consumers expressed a desire for their identity to be designed in a way that reflects the narrative of Wang Sam Mo, which features Thai women sitting on the back of a large crocodile, symbolized by the phrase  "NAANG KHAM BANG NANG BON LANG BAK HAO" The design evaluations conducted by experts were deemed to be of good quality, and (2) market tests based on consumer opinions regarding the identity of Nakhon Wang Yai community products were generally very satisfactory.