Application of Innovation to Revitalize Brand in 4.0 Era
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Published:
Apr 10, 2020
Keywords:
Creativity, Branding, Innovative
Main Article Content
Abstract
In the past, brand was just a symbol or one of marketing tool that intended to communicate with customers. It however only identifies or divulge the uniqueness of a product or service. Nevertheless, in the 4.0 era to make the brand more efficiency, companies are challenged to be more innovative. In doing so, they have to combine creativity, innovative ideas, uniqueness, originality and benefits throughout the brand. Moreover, brand itself should functional with the philosophy of putting the spirit of the brand with a personality and adaptability to the new changing and the ever-so demanding customers. Therefore, in this article would like to put the spotlight on the contribution of innovation within the brand of 4.0 era which is not only making the brand successful but also identify with its characteristic. In addition, the process of an invention should be under the dimensions of a newness and creative thinking that potentially provide the benefit, make life more convenient and fit to the lifestyle of customers and society. Furthermore, the products and services must be able to return the profit to the maker or organization as well.
Article Details
How to Cite
Virameteekul, J. . ., Kaewtipnet, C. . ., & Sirivaneepagorn, C. . . (2020). Application of Innovation to Revitalize Brand in 4.0 Era. Dusit Thani College Journal, 13(1), 427–441. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241039
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Academic Article
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3. Coolblue. (2018). Apple iPhone X 64GB Silver. (Online). Accessed at: https://www.coolblue.be/en/product/793610/apple-iphone-x-64gb-silver.html.
Department of Business Development (2556). Service Business. (Online) Accessed at: http://www.dbd.go.th/ewt_news.php?nid=5203 : 16 October 2561
4. Filippetti, J. (2011). tesco virtual supermarket in a subway station. [online] designboom | architecture & design magazine. Available at: https://www.designboom.com/technology/tesco-virtual-supermarket-in-a-subway-station/ [Accessed 7 Feb. 2019].
5. Jusana Techakana and Seri Wongmonta ลุ่มลึกกับแบรนด์. (2550). 1St ed., Bangkok: Thanbook. 35-36 (in Thai).
6. Kapferer, Jean-Noël. The New strategic brand management: creating and sustaining brand equity long term / Jean-Noël Kapferer. – 4thed.
7. Kevin Lane Keller.(2009). “Building Strong Brands in a Modern Marketing Communications Environment.” Journal of Marketing Communication, 15(2) ,139.
8. Leekpai, P., Jaroenwisan, K., Trichan, C. and Jirakiattikul, S. (2014). Innovativenss of Hotle Business In Southern Thailand. Journal of Management Sciencess, [online] 31(1). Available at: https://tci-thaijo.org/index.php/jms_psu/article/view/63532/52158 [Accessed 7 Feb. 2019].
9. Panraphee Raphiphan (2560). Thailand 4.0 คืออะไร - ไทยแลนด์ 4.0 คืออะไร - iT24Hrs by ปานระพี. [online] Available at: https://www.it24hrs.com/2017/thailand-4-0/
10. Philip Kotler and Kevin Keller (2008). Marketing Management + Brand You., Pearson Education, Canada
11. Piyachart Isarabhakdee. Branding 4.0 (2016) 1st Edition. Bangkok: Published June 2016 by Amarin How-to. 143-145 (in Thai).
12. Prayoon Shiowattana (2556). Technology Management for business survival. Journal of Technology Management Vol.40 No.231 October-November 2013.
(in Thai).
13. Prd.go.th. (2015). เป๊ปซี่ ท้าทายความมืดโดยมอบแสงสว่างให้ชุมชนที่ขาดแคลนไฟฟ้า ในกิจกรรม Pepsi x Liter of Light "Ignite The Light" Tour. [online] Available at: http://www.prd.go.th/ewt_news.php?nid=109542&filename=NBT [Accessed 6 Feb. 2019].
14. Pun-arj Chairatana (2547), “Introduction of Innovation Management: Definition and Concept (in Thai)”. The Handbook of Innovation Management for Executives; Bangkok, National Innovation Agency (NIA).
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16. Roy, R. and Group, D.I., 1993. Case studies of creativity in innovative product development. Design studies, 14(4), 423-443.
17. Saovalak Asavatevavith.(2543).The Execution of Brand Personality in Television Commercial. Master Arts (Advertising) Chulalongkorn University. Bangkok (Thailand). Graduate School.
18. Shani, N. and Divyapriya, P., 2011. A Role of Innovative Idea Management in HRM. International Journal of Management, 2(1), 69-78.
19. Sirintip Sukklum (2558) Brand building of Thai Fashion Clothes: Patinya Brand Case Study. A dissertation for the Master of Marketing Communication; M.Com. Arts, Burapha University. Accessed via: http://digital_collect.lib.buu.ac.th/dcms/files/56920766.pdf : 20 October 2561
20. Sivanun Sivapitak (2554). Innovation Management of Business Organization Affecting Employee’s Innovative Work Behavior. A Dissertation for the Degree of Doctoral of Business Administration Graduate School, Dhurakij Pundit University
21. Sukrit Jitshob (2561) Majestickey Tips for Success. (Online) Accessed at: https://www.kasikornbank.com/th/business/sme/KSMEKnowledge/article/SMEStory/Pages/5-Success-Tricks_Majestickey.aspx: 7 August 2561
22. Thorleuchter, D., Van den Poel, D. and Prinzie, A., 2010. Mining innovative ideas to support new product research and development. In Classification as a Tool for Research (587-594). Springer, Berlin, Heidelberg.
23. Tukko Nathida. (2011). World’s top 5 biggest smartphone makers in 2010. (Online). Accessed at: https://www.marketingoops.com/reports/metrix/top-global-mobile-phone-makers/