Strategic Branding of Thai Wisdom’s Herbal Cosmetics to Compete in the ASEAN Community

Abstract

Production of herbal cosmetics using Thai herbs is considered a Thai local wisdom and has been inheriting and developing for a long history. However, Thai herbal cosmetics have not been internationally recognized. The purpose of research was to find strategic branding of Thai wisdom ,s herbal cosmeticsbusiness competition in the ASEAN community. Qualitative research was used in-depth interviews with 15 members include expert Thai wisdom ,s herbal cosmetics, branding expert, Marketers succeed in branding, editor of Journal Marketing ,and the famous cosmetic experts representing consumers. The results showed that find 5 strategies branding of Thai wisdom,s herbal cosmeticsbusiness to competition in the ASEAN community include Strategies to make a difference by story telling of Thai wisdom (Differentiation), strategy of building relationships linked to consumer by binding with brand (Relevance), strategy of building confidence in the minds of consumers by Research and Development (Esteem), strategy of awareness by brand
positioning (Awareness), and strategies to build a memorial in the consumer's mind by good remember (Mind's eye).