Strategies drive brand value of Thailand's products.

• Author: Suhcarit, Chatchai
• Position: Report

1. INTRODUCTION

   In the era of globalization competition, all businesses had to face fiercely both within and outside the country. Product development and service had to continually do to make the difference among competitors. Nowadays, product and services are not much difference because the products are copied and disseminated within short period of time. This can be illustrated stronger competition. The entrepreneur or businessmen had to set the strategy entering fiercely competition such as pricing which was known as price war.

   Moreover, the price war that Thai entrepreneur had to face, they face the problem of cancellation of original equipment manufacturers (OEM) because the employer turned to order from China that had much lower capital. OEM problem of Thai was the factory owners' attitude that more focusing on producing than the marketing. Thai OEM might be divided into 4 main groups. The first one was OEM who never thought of marking trade brand. The second one was the exporter who had high standard and quality, but it was going to lose some manufacturing capacity and the process of trade brand development. The third group was the OEM who was going to develop on design or original design manufacturers (ODM), which had started its design technology and was going to enter into OEM. The fourth group was the completed OEM, fewer amounts in the industry, who had their own trade brand, but it is still on the stage of catching on the market development. Some of them had success in the domestic market and was going to create trade brand on international market, but it is not up to the top of the world.

   Another aspect point of factors dealing with fierce competition was more on changing of law on free trade. This led to more competition on trade and services, and in the world of globalization competition, Thai trade and services were fallen behind. However, the marketing promotion budget was going high, but the most important point was the consumers spending less time on media because of strongly competition and rushing way of living that caused the consumers turn out to find product and services information from other sources but not through the mass media.

   Brand building was value added to the product that let the consumer to see the differences between our product and product's competitors. Branding was also built good image and created loyalty to our product. Strong branding could be the asset of our business. Moreover, branding could support and create value especially in the world of competition, where product and services were not much difference.

2. LITERATURE REVIEW

   For this review to related literature, the researcher reviewed mostly in consumers' behavior, branding theory and integrated marketing communication which comprised a great deal of people who did the study.

   Kotler (2000) defined the consumers' behavior as the people's reaction to perceptual, behavior and environment by their reaction right to their needs. This behavior kept changing; however, the product buyers needed not to be the product users. The buyers might buy the product for other people use. Buyer might buy or use the product that fluent from other people.

   Moreover, Solomon (2002) stated that most consumer' behavior were factors affected the decision making starting from...