Brand Standards for Thai Jewelry in the Global Level

Abstract

This research aimed to study brand standards for Thai jewelry at the global level. This was qualitative research employing the methods of in-depth interviews, focus group discussions, and participatory observation. Data were collected from 75 key informants, chosen through purposive sampling from jewelry entrepreneurs, consumers, and representatives of related government and private sector organizations. Data were analyzed through descriptive analysis. The findings showed that brand standards signify confidence and faith and have four major components. The first was values, the dimension through which people perceive or feel the benefits associated with the brand i.e. luxury, class, attentive care to customers, social responsibility, and connective power. The second component was product standards, meaning consistency in production quality, credibility, varied design, handcrafting by innovative jewelers, and used of high-quality gems. The third dimension was differentiation, which relied upon Thainess's unique character as admired worldwide, consisting of the brand’s personality, sales channels, service, and delivery of an experience to customers. Finally, the fourth component was style, meaning the posture, attitude, cadence, and bearing expressed in the brand’s every activity, including Thai identity, beliefs, sacredness, and joyfulness.