Information Analysis of Thongchai McIntyre Identity

Abstract

Purpose: This research article aims to study and analyze profile information and identity of Thongchai McIntyre.

Methodology: The qualitative research revolves around the concept of personal brand identity. The study employs mixed methodology, combining the narrative approach with conversation analysis methodology. A total of 37 key informants, including Thongchai McIntyre, his personal manager, colleagues, and his fan club, were involved in the study.

Findings: The study found that Thongchai McIntyre communicated his brand's identity as a singer by compiling various works using information systems, which can be searched and published via contemporary media in the technological transition era, reflecting four aspects of brand's identity: 1) product, characterized by a distinctive quality, embodying the role model image of a singer adaptable and influential within the target consumer group; 2) organization, where the standard and quality of his work reflect the excellence of the original organization; 3) person, connecting himself to to a persona resembling that of an elder brother, characterized by sincerity, excitement, competence, sophistication, and ruggedness; and 4) symbol, encompassing his unique voice, the ‘bird’ symbol, and his status of an all-time superstar, maintaining top-quality work within the framework of Thai norms and tradition.

Applications of this study: Marketers, organizations, singers, or actors can apply findings of the study to create and communicate contemporary and well-established identities of a personal branding, such as creating quality works, role model, and effective communication.