Product Branding Strategy for Sustainability: A Case Study of Brand Leader in the Jeans Business

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Veerachai Noipitak
Siripong Rugmai


The objectives of this studies were; 1) to study the concepts and strategies of branding sustainable products, and 2) to study the sustainable Jeans product branding strategy. Conducting this research Use qualitative research methods by conducting in-depth research and interviews from leading Jeans company.

The studies were showed that, sustainability concepts and strategies of branding sustainable products were delicate processes at every stage. successful sustainability brand management consists of a 6-step process, 1) target analysis, 2) brand design. 3) brand identity creation 4) branding process 5) elevation the brand to the international level 6) developing sustainable product brands. sustainability Jeans branding strategies the process of implementing a socially and environmentally responsible business approach is an important part of enabling the business to succeed and leading to good development in the future, where the implementation of social responsibility activities is not just the implementation of corporate activities. It can represent an operation that has a positive impact on those around you. It also has a significant impact on the organization and brand image.


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How to Cite
Noipitak, V. ., & Rugmai, S. . (2022). Product Branding Strategy for Sustainability: A Case Study of Brand Leader in the Jeans Business. Dusit Thani College Journal, 16(1), 106–117. Retrieved from
Research Article


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