กลยุทธ์การสร้างและการสื่อสารตราสินค้ารูปแบบการดำเนินชีวิต

Abstract

This research aims to study the building of lifestyle brands and communication strategies and to analyze the factors driving lifestyle brands and the elements that lead to the success of lifestyle branding. The research exclusively studied the cases of MUJI and Greyhound brands as they are the lifestyle brands that have long history and succeeded at both national and multi-national levels with regards to the researcher’s access to the information. This thesis is the qualitative research employing documentary research method, in-depth interview with persons being in charge of brand building, store observation and participating the events organized by both brands. The study shows that both brands have strategies in building and communicating brands, which the process starts from: (1) pursuing competitive and internal analysis to seek for business opportunity as well as conducting customer analysis to understand the lifestyle psychology (2) defining the brand identity and its brand abstract concept. MUJI has defined its brand essence as “simplicity, modest, the reflections of the East’s sufficiency concept and being friend to nature,” while Greyhound has defined its brand essence as “Basic with a twist.” (3) Communicating about the brand with the focuses on creating brand experiences and sharing the brands’ lifestyles with the consumers. These communication strategies are typically adjusted according to investment size, distribution expansion and technology. (4) Having a systematic process in managing brand structures. Persons who are key factors leading to the success of building lifestyle brands include visionary leaders and the staff who can reflect the brand identity as well as adopt the organizational cultures. They work together in harmony driving their lifestyle brand communications to the consumers. The key factors of lifestyle branding compose of Building the brand by binding brand essence and brand story, creating the communication strategy by initiating the communication framework as well as the concrete brand encoding and communicating the brand through integrated communication tools, personal interactions and products.