Brand Communication of Praew Magazine on Social Media Channels

Abstract

        This research aims to know the brand communication strategies and obstacles in communi- cating the brand image of magazine on social media channels, using a case of Praew Magazine. The research employed qualitative research methodology, namely, In-depth Interview and doc- umentary research medthods.

        According to the results of this research, the brand communication strategies of Praew Mag- azine on social media channels are formed in response to its communication objectives, brand positioning and brand personality that are designed to represent a modern woman who is com- petent and friendly. Therefore, the strategies include (1) “Create Content on Brand Positioning” - to deliver the value contents which also reflect the positioning of Praew Magazine (2) “Brand Connection to Content” - to use the magazine’s strong connection with the actors and celebrities to help leverage the contents’ interest (3) “From Offline to Online Content” - to utilize the resources from prints to video contents in order to serve on social media channels (4) “Analyze & Predict Content” - to follow up, analyze and predict the targets’ needs and interests to generate contents precisely (5) “Right Message, Right Channel” - to select the right social media channels in order to communicate with targets.

        In addition, the research found the four communication tactics which help enhance the brand communication strategies on social media channels toward targets. The tactics involve (1) using the friend-to-friend and concise language to communicate with targets (2) selecting actors or celebrities that can be represented the brand image (3) using the right video editing tactics to attract targets’ attention (4) using the right types of presentation corresponded with the contents and social media channels.