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Sustainable Brand Management : The context of Brand Protection in Thailand

Sustainable Brand Management : The context of Brand Protection in Thailand. by Siriroj Sittichanbuncha. Scope of Study. Part 1 : The Brand Life Circle ; Brand Protection Part 2 : Brand Protection : A Global View vs Local View  to find GAP between the two,

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Sustainable Brand Management : The context of Brand Protection in Thailand

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  1. Sustainable Brand Management: The context of Brand Protection in Thailand bySiriroj Sittichanbuncha

  2. Scope of Study Part 1 : The Brand Life Circle ; Brand Protection Part 2 : Brand Protection : A Global View vs Local View  to find GAP between the two, Part 3 : The Case Study of Brand Protection in Thailand : Global Brand (Loreal,McD) vs. Local Brand (Grammy, RS, Game, etc..)  to find/develop methodology and model testing amongst the experts : Academic, Marketer (CMO, CEO,..) • The suggested –RISK MANAGEMENT : Brand Protection • Model in Thailand

  3. Chapter 1: Introduction Problems & Issues :- Global Issues Imitate the brand Infringement the brand Intellectual Property Negative Impact :- Legal issue, PWL by USA FDI economic crime, country image, International Trading & opportunity losses Chapter 2: Literature Review Theory and Literature Review Brand Life Cycle Brand Building Brand Equity Brand Awareness Brand Associate Brand Protection Part 1 : The Branding Life Circle ; Brand Protection

  4. USA rules & practice :- Model Thai rules & practice :- Model Part 2 : Brand Protection : A Global View vs Local View  to find GAP between the two, (Outcome from Literature Review) International Trade:- UN - WTO WIPO GAP in Application/Practice

  5. Case Study : e.gL’Oreal, McDonalds’- To know its applicability in Thailand To know its constraints, barriers Case Study : e.g Thai Brand Grammy, RS, Game To know its applicability in Thailand To know its constraints, barriers Part 3 : The Case Study of Brand Protection in Thailand : Global Brand (Loreal,McD) vs. Local Brand (Grammy, RS, Game, etc..) Brand Protection and Practice in Thailand is considerable in ???? Degree. In business management, Brand Protection is RISK MANAGEMENT …. In order to strengthen the Protection campaign , this research finds 1)……………..2)………..3)………..4)………….

  6. Sustainable Brand Management: The Context ofBrand Protection in Thailand Scope of Content • Introduction (Problems) • Literature Review • Methodology • Data Analysis • Findings/Conclusion

  7. 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)

  8. The purpose of study • To investigate/create sustainable brand management model which can be used for brand infringement protection

  9. Hypothesis • Sustainable brand management(SBM) can be used for brand infringement protections

  10. 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?

  11. Research Methodology Qualitative Methodology In dept interview brand managers’ MNE company and local company by case study

  12. Research findings • Suggest Brand Protection Model in term of sustainable brand management in Thailand.

  13. Literature Review results • After investigates the management factors and strategies in level of brand protection, brand managementand sustainable brand management processes. The result as: 1.The conceptual model of “Brand Protection Model in Sustainability” 2. The conceptual framework of “Sustainable Brand Management: The Context of Brand in Thailand”

  14. Conclusion (SBM-Brand Protection Model) in Thailand

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