DEVELOPING THE BRAND IDENTITY OF THE PRODUCT STAND TO RELAX THE MUSCLES TO INCREASE THE ECONOMIC VALUE OF THE CULTURAL BASE OF THE COMMUNITY ENTERPRISE GROUP, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This research aimed to 1) investigate the challenges and obstacles faced by a community enterprise producing massage mats; 2) design a brand identity for the massage mat products; and 3) evaluate the satisfaction level with the designed brand identity. Employing a research and development approach, qualitative data was collected from five key informants through purposive sampling. Quantitative data was gathered from a sample of 60 respondents, including community enterprise members, graphic designers, and interested individuals. The research instruments included a brand identity guide for massage mat products and a satisfaction assessment questionnaire. Data analysis involved frequency, percentage, mean, and standard deviation. The findings revealed that 1) the community enterprise lacked a strong brand identity, resulting in poor brand recognition, uncertainty among consumers, and product imitation. 2) The researchers designed a brand identity using a user-centered design approach, leveraging the product's identity, history, wisdom, knowledge, and beliefs obtained from the community enterprise as design guidelines. The brand identity guide included target audience information, the origin and meaning of the logo, color scheme, logo usage guidelines, spacing, typography, and organizational patterns. 3) The evaluation of the brand identity guide showed a high level of satisfaction among the respondents, with an overall mean score of 4.30 and a standard deviation of 0.50.