Guidelines for Building Ayutthaya Community Branding towards Global Success: Integrating Culture and Sustainability of Ayutthaya Patterned Fabrics

Abstract

This article presented guidelines for creating brands for Ayutthaya community products to succeed in the global market by integrating the culture and sustainability of Ayutthaya patterned fabrics. Entrepreneurs should understand and emphasize cultural values, creativity, and unique identities through storytelling. The design products have been contemporary, accessible to consumers, and suitable for modern usage. Promoting sustainability in the community should be selected by natural and environmentally friendly materials. Consumers have recognized Ayutthaya-patterned fabric products to lessen environmental impact. The initiative fostered collaboration at both community and organizational levels by developing local skills, supporting community economies, and providing training in weaving methods, natural coloration, and contemporary design. It supported local employment, primarily for seniors and stay-at-home mothers, to provide income for community members. Government agencies should support the implementation of crucial government-led initiatives. The results highlighted the importance of discovering community identities, stories, crafting engaging narratives, and content emphasizing sustainability and cultural relevance to succeed in the global market.