Branding and Brand Awareness of Farm Chao Khun By KMITL

Abstract

The objectives of this research were 1) to study the branding process of Farm Chao Khun By KMITL; and 2) to study brand awareness of Farm Chao Khun By KMITL. In order to study the branding process, in-depth interviews were conducted with ten KMITL Board of Directors members and staff, and with twenty-five regular customers. Meanwhile, to study brand awareness, questionnaires were given to and collected from two hundred and eighty-two customers. In this case, the data was analyzed using descriptive statistics such as frequency, percentage and standard deviation and including T-Test and F-Test statistics with content analysis. According to the results, there were six steps to the branding process: 1) Identification of the target group consisting in individuals from inside and outside of the institute who were interested in healthy agricultural products, 22) Design of a brand that brings with it the features of quality and safety, has research accreditation, and embodies student participation,  3)  Creation  of brand awareness of credibility and guaranteed quality, 4) Presentation of information relating to the product brand to the customers via strategies and marketing activities, 5) Promotion of the product during the product establishment period, and 6) Managing brand loyalty by stressing that consumers are not only getting good quality and safe products; they are also supporting the education process of students when they buy the product. The results of the research were that overall brand awareness was at a high level. When considering each aspect separately, it was found that the brand awareness of organizational culture was the highest, and it was followed by product advantage, product personality, value and properties. With respect to product awareness and buyer and user characteristics, it was found that brand awareness of Farm Chao Khun By KMITL varied with consumer gender, age, education level , occupation and average income per month.