The Strategies of Thailand Brand Identity Communication through Packaging Marketing

Abstract

This research aimed to study the communication strategic from factors of brand identities, brand image and brand personality communication of brand Thailand in packaging marketing communication. The quantitative research was carried out by conducting 400 questionnaires from randomly selected groups of Thai tourists and foreigner tourists in Chon Buri, Phuket, Songkhla, Chiang Mai and Nakhon Ratchasima. Data were analyzed with descriptive statistics including percentage, mean, standard deviation, and multiple regression analysis. The results revealed that 1) the impact of the way of life and life style of Thainess were most describe Thailand brand identities strategy at 20 percent (R2 = 0.20) 2) the impact of friendliness and excitement were most describe Thailand brand image strategy at 24 percent (R2 = 0.24) and 3) the impact of daring and imaginative were most describe Thailand brand personality strategy at 58 percent (R2 = 0.58)