06 The Successful Implementation of A Cultural Capital for Thailand Cultural Product Branding

Abstract

This research aimed to discover and present the successful implementation of a
cultural capital for Thailand cultural product branding. It was a qualitative research with in-depth
interviews. From the academic scholars branding, brand marketing communications and the
authorities from Thailand cultural product 15 persons. The research found that the successful
implementation of cultural capital for Thailand cultural product branding must be included
with 1)the knowledge creation and understanding in the cultural capital using for entrepreneurial
culture branding can happen when the entrepreneur create a network and exchange
knowledge among the group 2)the accessing to finance and budgeting in culture capital using
for entrepreneurial culture branding was found that entrepreneur should be grouped together
as a network and create negotiation power for branding budgets from the public and private
sectors 3) for the continuous supporting from the government the entrepreneur have to build
a strong network and create continuous bargaining power with the government to get the
supporting in various fields and 4) for the private sector participation, found that entrepreneur
should seek the cooperation from the private sector to increase the potential of promoting
cultural capital branding and learning of brand communication.