Enhancing Community Brand Value Through the Brand Canvas: A Case Study of Hua Takhe Market
Keywords:
Community Branding, Brand Canvas, Hua Takhe Market, Local Identity, Sustainable GrowthAbstract
This study explains the potential of the Brand Canvas framework in enhancing the community brand value of Hua Takhe Market, a prominent local market in Thailand. In the context of the growing importance of community branding for economic development and sustainability, Hua Takhe Market serves as a model of blending cultural heritage with contemporary marketing strategies. This academic paper explores how the integration of local traditions, innovative branding practices, and modern design standards can contribute to fostering community participation, enhancing consumer engagement, and ensuring long-term competitiveness. Through the application of the Brand Canvas framework, this study identifies key components that define Hua Takhe Market’s unique brand identity, offering actionable insights for optimizing its branding strategy in both domestic and international markets. As Thailand’s tourism industry recovers, the paper suggests that robust community branding strategies can elevate local economies, strengthen market visibility, and create new opportunities for global consumer connections, ultimately promoting sustainable growth in Thailand’s evolving tourism and local market landscape.
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Copyright (c) 2025 Watit Intuluck, Asst.Prof.Dr., Chayawat Kiatkamonmarn, Pharuehat Hongpetchngarm
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