Sustainable Brand Management by Siriroj Sittichanbuncha
Scope of Study Paper 1: A review of Sustainable Brand Management (Literature review) Paper 2: The study of brand manager strategies in Thailand (In-depth interview) Paper 3: The study of customer behavior on clothes brand in Thailand (Q-naire)
Paper 2,3 are on processing Collecting data Analysis
A review of Sustainable Brand Management (SBM) Introduction (Problems) The purpose of study Hypothesis Research questions Research Methodology Findings Results Conclusion
Introduction (Problems) Severe brand infringement in Thailand Lower standard of law enforcement in Thailand Thailand has been listed as PWL (Priority Watch List) by U.S.A FDI (Foreign Direct Investment) problems Lower confidence of investors in the SET (Stock Exchange of Thailand)
The purpose of study To investigate/create sustainable band management model which can be used for brand infringement protection
Hypothesis Sustainable brand management (SBM) can be used for brand infringement protections
Research Questions Are there brand management in term of sustainability? What are specific manager strategies in term of sustainability? Can sustainable brand management be used to protect their brand infringements?
Research Methodology Review of literature in topic of Sustainable Brand Management (SBM) Topic correlated reviews: 1.Branding processes -Brand equity factors – Model 1 -Brand associate factors-Model 2 2. Brand Management 3. Sustainable brand management
Research findings Lack of knowledge and evidence supported in Sustainable Brand Management (SBM)
Research results After investigates the factors and strategies in level of branding processes, brand management and sustainable brand management processes. There are 2 results as: 1.The conceptual model of “Sustainable Brand Management - SBM” 2. The conceptual framework of “Sustainable Brand Management Model”
Scope of Conceptual Model 1.Branding Model 2.Verify the Presented model 3.Test the presented model SBM-Model +=+
SBM Conceptual model –Investigates branding processes what factor should be sustainability 1.Brand equity factors (Model 1) - Brand awareness - emotional connects - preference - loyalty - usage - vitality - accessibility - consideration set - value - personality - relevance difference
SBM Conceptual model (ext-1) Brand associate factors (Model 2) -Product attributes -Celebrity person -Intangibles -Life style/personality -Customer benefits -Product classes -Relative prices -Competitor -Use/application -Country/geographic -User/customer area
SBM Conceptual model(Ext-2) Brand manager strategies
SBM model The outcome of presented model is composed of the investigated sustainable factors from: 1. Brand equity factors 2. Brand associate factors 3. Brand manager strategies
Conclusion (SBM-Model) SBM model Paper1: Review of Literature Paper2:Verify Model (20 Local/MNE) brand managers Paper3: Test Model 500 clothes brand customers