การกำหนดจุดยืนและการสื่อสารการตลาดดิจิทัลของแบรนด์ สินค้าพรีเมี่ยม : กรณีศึกษา The Capital V

Abstract

This qualitative research aims; 1) To study the brand’s background, products and services, as well as the marketing communication pattern2) To analyze the factors effecting to brand positioning building and digital marketing communication that influence consumer’s selection brand’s products and service of the promotion products brand “The Capital V”. The method used to collect the data by in-depth interview with the brand’s founder, brand’s executive and the brand’s consumers

          The result illustrated that “The Capital V” was set up with the inspiration, experience, products interesting and also the good vision in business. However, confidential and satisfaction of consumer is depend on product and outstanding service of this brand. Therefore, the understanding and decision of consumers are effected by the media of brand, especially price of product. The most important of all, the understanding of consumer’s insight, media of brand, brand positioning are effected to the requirement of consumers. Since digital marketing communication, is used, not only the brand but also the consumers could react directly and instantly.Furthermore, the brand can acknowledge consumer’s needs and appropriately adapt the communication pattern through digital channel to respond their needs in order to build trust that would eventually lead to a purchase / use the service decision.

Keywords: Promotional Products, Brand Positioning Building, Digital Marketing Communication