Branding :

SMEs .
: http://cms.sme.go.th/cms/web/osmep/home
Branding

()

(Branding)

Branding Branding
Branding

Branding
Branding
(Brand)
(Brand)


Brand 19




Brand
Branding
Branding

Position of Privilege

Branding
Branding

Branding
1. Corporate Branding



Branding (Corporate Branding)
Corporate Brand

Corporate Brand

Corporate Brand

( CEO )
Branding

Microsoft / Intel / Singapore
Airlines / Disney / CNN / Samsung / Mercedes-Benz / HSBC Bank
() ..
2. CEO Branding CEO (Tool) Corporate
Branding
Branding

Spokesperson

 CEO Branding 2

CEO Branding Bill Gates /

CEO
Branding
Brand
Corporate Brand Product Brand

3.Live Branding

Mass Media Live Branding

Integrated
Marketing Communication (IMC)
Customer Relation Management (CRM) / Direct Marketing / Point of Purchases
(POP) / Public Relation / Event Marketing (
-BiZ Week 2549)

(Cosmetic) (Fashion)

4. Emotional Branding

Armani
Boss Fendi
2
Brand 2


Brand Brand
Branding
/ /

30 10839)

(..

- (Excitement)




-
(Warmth)


- (Fun)

- (Security)


- (Self-respect)



- (Social approval)



5.Co-Branding Co-branding Dual Branding

Tricon Tricon
3

(Wikipedia) Co-branding
2

Co-branding
Ingredient Co-branding
Intel processors Dell Computers
Same-company Co-branding

Joint Venture Co-branding 2

Executive Club

Multiple Sponsor Co-branding 2

Co-branding

4
o Reach and Awareness Co-branding

o Value Endorsement Co-branding
Brand Endorsement

 P&G
Buick GM
o

Ingredient Co-branding Co-branding

o
Complement Co-branding


Co-brand
Co-branding

(

)

Cobranding

6. Re-branding
Static (Dynamic)


(Innovation)
Re-branding

 Re-branding




Re-branding



Lego Re-branding
Play on Lego (
) Re-branding

Lego Technic / Duplo / Primo
Lego
Explore/ Make&Create / Stories&Action/ Next

7. Digital Branding Branding
PDA WAP




Amazon.com

(Emotional Bond)

(One-way
Communication)



(E-commerce)

99 Branding
Mascot


Branding


1.

(Logo) (Slogan)

2.

(Positioning)

Logo

3.
(Brand
Strategy)








4.




"
..."






5.





6.

7.









.

8.

(Re-branding)


9.

10.

Thailands Top Brands
2550

1. (Positioning)



2.
(Emotional Bond)
3. (Innovation)
Positioning
4.

5.

6.


7. CEO
SMEs Branding
Branding

SMEs




.



1.

(Re-branding)

2.

3.

(Emotional Bond)


SMEs

Branding
(.) Branding
SMEs SMEs .
(ISMED) SMEs

. IP Fund
(Intellectual Property Fund)


SMEs .
10 SMEs
(www.sme.go.th)
SMEs G
(Call Center 02-686-9111) SMEs

 12

----------------------------------------------------------
1.
. :
(Branding) / BizWeek
2.
http://catadmin.cattelecom.com/km/blog/branding
3.
http://en.wikipedia.org/wiki/Brand
4.
http://www.brandidentityguru.com/corporatebranding.htm
5.
18 .. 2550 CEO Branding
6.

CEO Branding CEO Branding

7.
.. 30 10839
13 2550
8.
Live Branding : Live Branding -BiZ
Week 18 2549
9.
http://en.wikipedia.org/wiki/Co-branding
10. BrandAge, Marketing Concept-Co-Branding 6 5
11. . Co-branding Strategy -BiZ Week 23
2550
12. Re-branding 2547
13. http://www.tutor2u.net/business/marketing/casestudy_rebranding.asp
14. Thailand Management Association : TMA
8 2550
15. THAIBRAND MARKETING Thailands Top Brands
2 3 2550
16. Horacio Rozanski, The Promise in Digital Branding, Strategy+business.com
17. Digital Branding Business Thai 20 2545

 : http://cms.sme.go.th/cms/c/journal_articles/view_article_content?article_id=01ARTICLE-020608&article_version=1.0