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Brand Digital Communication, MIXUE Ice Cream & Tea Communication, Taishan District, Taian Cityบทคัดย่อ
The purpose of this research was: 1) To analyze the brand image and positioning of MIXUE Ice Cream & Tea in Taian City, People's Republic of China. 2) To Explore potential branding strategies for MIXUE's market position 3) to find out about Brand Awareness and Recognition Communication of MIXUE Ice Cream & Tea in Taishan District, Taian City People's Republic of China The research methodology was qualitative research. Through in depth interviews, the key informants were chosen by purposive sampling in 3 groups of 16 people directly involved with brand awareness and recognition of the marketing director 1 person. Branch Manager 2 persons Public relations managers 2 persons, Marketing managers 2 persons, Brand academic Professional 2 persons, Communication Arts Professor 1 person and Consumers 6 persons. The research instruments used were structured in-depth interviews and data analysis to generate conclusions. Research finding was found that 1) Consumers perceive MIXUE Ice Cream & Tea as affordable and stable in quality, with distinctive features like the "Snowman" of MIXUE Bingcheng is deeply rooted in the hearts of the people and its theme song is played in the street simage and "Youthful, Fun & Playful" image is built using "Brand Personification" strategy by creating the Snow King mascot, which has a cute, approachable, and humorous cartoon character. This mascot, along
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