A Study of the Cultural Identity in the Design of Product Branding : A Case Study of South Than Prasat Handicrafts Local Groups

Abstract

The objective was to study the cultural Identity of South Than Prasat community and design the suitable product branding for the handicrafts local groups with 2 samplings: 1) key informants; group leader, community leader, and community developer of local government organization and: 2) participants; group members in the product branding design practices. The instruments used in this research: questionnaire, focus group, and product branding patterns’ satisfaction assessment.

The study found that the cultural identity design of product branding suited for the handicraft local groups called “thread weaves” describing the characteristic of manufacturer process and materials. The identity used Combination Mark type: placing name letters, weaving threads, pairing with the picture of trumpet shaped pot. Thread weaves process used in the middle of trumpet shaped pot being unique patterns with brown tones in which reflected the eco-friendly branding’s image. The brand had a uniqueness; compact, short, easy to remember, and indicated to important features of the products. The results found a good overall satisfaction mostly (means = 43.46 and S.D. = 0.50).