Branding Process and Online Marketing Communication for Organic Products

Abstract

Media influences the distribution of information. Online media can help agricultural products to reach the target consumers directly and can be used as an alternative means of distribution. Farmers should be encouraged to be interested in brand development and pay more attention to online communication. This research focuses on branding process and online communication channels of organic products. Three successful farmers in 3 provinces: Chiang Rai, Nakhon Ratchasima and Ratchaburi provinces were chosen as the samples. Quantitative data were collected by using questionnaires and in-depth interview techniques was carried out to obtain qualitative data from the chosen 3 brand owners about the branding process and online marketing communication. Moreover, 300 consumers of organic agricultural products were assessed for their satisfaction. Obtained data were analyzed by using descriptive statistics and content analysis. The results revealed as follows: 1) the branding process of the 3 brands includes 4 similar steps while the products were different namely: (1) Melon (2) agricultural design by consumers and (3) local plant products 2) in terms of concept and form of communication channels we found that, all 3 brands focused on the concept of “online to offline”, and having different forms of communication channels.