BRANDING AND BRAND COMMUNICATION OF TIE DYE FABRIC PRODUCTS, NAKHON SI THAMMARAT PROVINCE

Abstract

This research has the objectives were to 1) study the identity of the tie-dye fabric product with the participation of the community, 2) explore the marketing communication of the tie-dye fabric product with the participation of the community, and 3) create and communicate the brand of tie-dye fabric with the participation of the community. The researcher team used qualitative research with purposive respondent groups in Nakhon Si Thammarat. The researcher team used in-depth interview among the tie-dye community entrepreneurs and the observation. The results were recorded. Then, the researcher team collected data and analyzed the content with descriptive approach.
The result found that each area of tie-dye fabric has a unique identity according to the spatial context. In case of marketing communication, it focused on online communication, personal communication and communication through trade fair activities. For branding and brand communication of the tie-dye fabrics under this research project. Phuphat Brand is supported by Nakhon Si Thammarat Rajabhat University and communities and communicating through various marketing channels; online, offline and on-ground.