Guidelines for developing corporate branding on online media networks of companies listed on the MAI Stock Exchange in Bangkok

Abstract

The objectives of this research were to study the factors towards brand building and to obtain guidelines for the development of organization brand building factors on online networks of companies listed on the MAI Stock Exchange in Bangkok. The quantitative research sample consisted of 115 operational executives in the corporate branding or corporate image segment. The key interviewees were 10 executives of companies listed on the Market for Alternative Investment (MAI) who used the online network to promote the organization the most. The key informants in the conversation were five executives or corporate branding experts. The research tools were questionnaires and focus group discussions. Data were analyzed by frequency, mean, percentage, standard deviation, and content analysis. The results showed that Phase 1: corporate branding factors included target audience identification, brand design, brand identity formation, branding practices, brand upgrading, brand value management and model and building online brand. Phase 2: Brand building factors were averaged at the highest level. In descending order were Brand Enhancement, Brand Value Management, Brand Identity, Brand Operations, Brand Design, Target Audience and Format, and Branding Methods Online. The results showed that phase 3 was consistent with phase 1 and phase 2. The development approach was primarily focused on brand enhancement factors and brand value management.