THE DEVELOPMENT OF MASCOT FOR PROVINCIAL BRAND COMMUNICATON: A CASE STUDY OF NONGNUER MASCOT, SUPHANBURI PROVINCE

Abstract

The objectives of this research are to 1. study the problems and obstacles of developing and managing Nongnuer Mascot as the brand communication in Suphanburi Province; 2. purpose suggestions for improvement and development of the Nongnuer Mascot. A qualitative research method is used to collect data with a purposive sampling technique. In-depth interviews using semi-structured interview questions were conducted from five provincial stakeholders and three private sectors. Data analysis used a technique of content analysis.

The findings revealed problems and obstacles which were unclarity in defining the Nongnuer mascot's identity reflecting Suphanburi Province including its oversize figure, the problems of anthropomorphism in Nongnuer mascot such as the limitation of body movement, mascot personalities and characters as human and the role of a public relations representative. The research offers issues that should be improved, starting with mascot restructuring, adding up components reflecting Suphanburi Province's identity clearly, establishing mascot's function as    a public relations representative and the determination of Nongnuer Mascot’s criteria for requesting permission to use the Nongnuer.