The Development of Marketing and Brand Building Capability of Herbal Products of Entrepreneurs in the Herbal City Project Surat Thani Province
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Abstract
This research aims as following: 1) to build a network to jointly develop direction and drive marketing capabilities and branding of herbal products of the herbal city for entrepreneurs in Surat Thani Province, 2) to study and formulate marketing strategies for branding herbal products of the herbal city, and 3) to drive the brand of Surat Thani's herbal products under the concept of One Surat Thani One Herbal Brand. According to the research process, it was found that the network from many sectors in Surat Thani province with the direction to drive marketing and branding of herbal products was established. The marketing strategy for branding herbal products will be carried out under the brand "Monphrai" to be used as a brand to certify the quality of products in the Herb City Project in Surat Thani under the concept of One Surat Thani One Herbal Brand which drives the brand of herbal products of the herbal city of Surat Thani. A variety of integrated marketing communications should be used; especially, the development of video media in 3 languages in the form of viral clip storytelling, Facebook fanpage, and QR code about Surat Thani herbal products.
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The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
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