探討泰國本土文化如何在泰國創意商業中建立品牌識別 : 以Nuay Nard品牌為例

吳詩麗

doi:10.6844/NCKU202002223

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探討泰國本土文化如何在泰國創意商業中建立品牌識別 : 以Nuay Nard品牌為例

Exploring How Local Thai Culture Builds a Brand Identity in Creative Business in Thailand: A Case Study of Nuay Nard

吳詩麗 , Masters　　Advisor：陳明惠　　

英文 DOI： 10.6844/NCKU202002223

創意商業；創意經濟；品牌識別；本土文化； Nuay Nard ；世界性在地主義；品牌故事； Creative Business ； Creative Economy ； Brand Identity ； Local Culture ； Nuay Nard ； Cosmopolitan Localism ； Storytelling

Abstract │ Reference (230)

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Creative economy and business were mentioned in The Tenth National Economic and Social Development Plan of Thailand to increasing economic growth of creative business in Thailand since 2004. Based on Thai social system having a constant relationship with local wisdom, local culture, traditions, and a variety of natural resources which are valuable and unique. These factors are a competitive advantage for Thai creative businesses to create valued products and services to the market. However, there is low product differentiation in the creative industrial market in Thailand. Many Thai creative entrepreneurs are lack of understanding local cultural assets, consumer behavior, the capability of developing and applying innovations to creative businesses in Thailand. There are a few studies investigating this issue. The purpose of this research is 1) To understand the relationship between Thai local culture and creative business in Thailand 2) To understand how Thai local culture develops brand identity 3) To explain the relationship between the local community and cosmopolitan localism and 4) To explore how brand storytelling affects consumers’ decision. In order to achieve the objective, this study takes Nuay Nard as a case study to investigate the relationship between local culture and brand identity. Nuay Nard is a local brand originally from Northeastern Thailand. The brand identity of Nuay Nard is a result of local cultural components and the exchange of global and local knowledge. In addition, storytelling is a communication method to transfer brand identity to customers thoroughly. 
 	The researcher aims to investigate how local Thai culture contribute to creating brand identity of creative business.  This research will be conducted by literature review, case study, in-depth interview to brand founder, brand partner, Thai customers, and Taiwanese dealers. There are 17 interviewees participating in this research. The research finding presents that Thai local culture is a source of inspiration to create product, package and other brand elements in creative business in Thailand. In addition, Thai local culture has a significant role to develop brand identity of Nuay Nard. The local natural resources and wisdom create special customer experience, brand vision and value of the brand. Not only localism contributes to the brand, cosmopolitan localism also does. Cosmopolitan localism is an exchange of knowledge to create innovative products and solve problems in regional area. Above of all, storytelling is an effective communication tool to transfer the local identity of brand to customers.
 	The researcher hopes that this study will inspire Thai creative business entrepreneurs to generate the value of culture as an important composition developing brand identity in creative business and also hope that this research would be useful for audiences who are interested in Thai creative business field.

Reference ( 230 ) 〈TOP〉

REFERENCES
Aaker, D. A., and E. Joachimsthaler. (2000). Brand Leadership. New York: The Free Press.
Aaker, D.A. (1991). Managing Brand Equity, The Free Press, New York, NY, pp. 7, 39, 61, 110.
Aaker, D.A. (1996). Building Strong Brands, New York: The Free Press.
Aaker, D.A. and Joachimsthaler, E. (2002), Brand Leadership, Simon and Schuster, London. Academy of Management Review. Vol. 25, no. 1, pp. 63-81.

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