The Brand Communication Guideline of Natural Rubber Products: A Case of the Pararaksa Brand
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Abstract
This study aims to investigate and develop appropriate brand communication strategies for products processed from natural rubber resources. Employing a qualitative research approach, data were collected through in-depth interviews with four key stakeholder groups, comprising a total of 15 participants: 1) a group of company owners and staff: 6 people 2) a group of brand communication and design professionals: 3 people 3) a group of academics: 3 people and 4) a group of government officials: 3 people. Thematic analysis was applied to interpret the data.
The findings reveal five principal strategies for the brand communication development of Para Raksa: 1) Communicating brand identity anchored in the values of natural rubber resources. 2) Employing brand storytelling techniques to convey the origin, concept, and meaning of the brand. 3) Utilizing product and packaging design as a communication tool at the first point of contact. 4) Building credibility through certification and support from relevant stakeholders. 5) Integrating communication across multiple channels in a consistent and continuous manner.
In conclusion, brand communication strategies for processed rubber products constitute an integrative process that connects brand identity, resource-based narratives, product and packaging design, and community engagement with rubber farmer networks and all stakeholders. This research contributes to the body of knowledge in brand communication within the context of agricultural processed products and provides practical and policy-oriented guidelines for sustainable brand development.
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