Branding Strategies in the Digital Era of Kenneth Mackenzie School, Lampang Province

Abstract

Background and Aims: Thailand is currently facing challenges in the digital era under the "Thailand 4.0" policy, which has significantly impacted the education sector, including private schools. Kenneth Mackenzie School in Lampang Province is one such school that must adapt to these changes, especially in an era characterized by rapid global shifts and increased competition. This situation has been exacerbated by the COVID-19 pandemic, which has led to the closure of many private schools. Therefore, this study aims to: 1) examine the current situation, the desired state, and the requirements for digital branding of Kenneth Mackenzie School, Lampang Province; 2) explore successful digital branding strategies implemented by private schools; and 3) develop and evaluate digital branding strategies for Kenneth Mackenzie School, Lampang Province.

Methodology: This research used mixed methods, divided into 3 steps: 1) Studying the current status, desired conditions, and needs of branding in the digital age, 2) Studying the branding strategies in the digital age of private schools with good practices, and 3) Creating and examining the branding strategies in the digital age of Kenneth Mackenzie School, Lampang Province. The target group was purposively selected, consisting of the school administration committee, teachers, and those involved in the educational management of Kenneth Mackenzie School, Lampang Province, totaling 50 people: 5 administrators of private schools with good practices, 7 head teachers, and 5 experts. The methods and instruments used were questionnaires, structured interviews, workshops, and checklists. Data were analyzed using frequency, mean, standard deviation, PNI, and content analysis.

Results:  1) The current status of branding in the digital age of Kenneth Mackenzie School, Lampang Province, is at a high level overall. The aspect with the highest average ranking is technology, the second is relationship, and the third is brand personality. The most desirable condition overall is at the highest level. The aspect with the highest average ranking is information technology, the second is relationship, and the third is brand personality. The overall demand index value is 0.13. The first rank is reputation, the second is organizational culture, the third is relationship, and the fourth is brand awareness. 2) The strategy for branding in the digital age of private schools, with good practices, found that reputation is an important factor that helps create credibility and acceptance in society. Therefore, academic activities that focus on the use of modern technology and innovation in learning management must be organized, networks must be created with foreign educational institutions, and teaching and learning must be continuously evaluated. Identity: Creating a distinctive identity through the development of specific curricula that focus on students' aptitudes, organizing recreational activities to create good relationships, and unity in the organization. Relationship: Building good relationships with the community and parents, creating networks with other schools and organizations. Brand awareness: Using online and offline media. In communicating with parents and the community, brand personality, developing personnel personality and attitudes to be consistent with the desired image, information technology, using information technology in learning management, 3) creating and examining the branding strategy in the digital age of Kenneth Mackenzie School, Lampang Province, it was found that the branding strategy consists of 6 parts: 1) Vision 2) Mission 3) Goals 4) Strategy 5) Projects/Activities 6) Success Indicators The results of the examination of accuracy, appropriateness, and feasibility found that overall, they were at the highest level in all aspects and passed the specified criteria.

Conclusion: According to the findings, Kenneth Mackenzie School in Lampang Province has a strong digital branding strategy that places a strong focus on relationship-building, technology, and brand personality. This approach is organized and gives organizational culture and reputation top priority. The school has a solid foundation for credibility, community involvement, and innovative learning, and its branding strategy, which includes vision, mission, goals, and evaluation metrics, is in line with the demands of modern education.