Creating and Communicating Future Forward Party Brand

Abstract

The research of Creating and Communicating Future Forward Party. The objective of this study is to investigate the processes involved in creating and communicating the brand of the Future Forward Party. This is a qualitative research utilizing in-depth interviews: Thanathorn Juangroongruangkit, the party leader; Piyabutr Saengkanokkul, the party secretary-general; Pannika Wanich, the party spokesperson; and 5 strategists from the party's strategic department.

 The research findings reveal that the Future Forward Party has a five-step process in party creation. Step 1 Brand Analysis. Involves analyzing the political party's brand, which embodies liberal democratic ideology. Step 2 Target Market Segmentation. Focuses on identifying the target demographic, particularly the younger generation (New Model). Step 3 Branding Implementation. Involves the actual creation of the party brand, representing left-leaning progressive ideologies and clear democratic principles. Step 4 Customer-Brand Relationship. Revolves around managing the relationship between the public and the party through participation in various societal events akin to event marketing. Step 5 Brand Evaluation. Entails monitoring and evaluating the outcomes of building the Future Forward Party.

 Regarding brand communication, the study identifies three key steps: 1) Branding Itself, 2) Integrated Marketing Communication: IMC, and 3) Political Relationship.