Title:
STRATEGIC BRAND MANAGEMENT FOR SMALL ENTERPRISE: A CASE STUDY ON SMALL RESTAURANT IN LAMPANG, THAILAND

Authors:
Pongsiri Kamkankaew

Volume - 2 Issue - 4, Pages - 3017-3023

Abstract:
This paper aims to study strategic brand management in small restaurant in Lampang, Thailand. On qualitative research method with grounded theory, data was accumulated by the in-depth interview with a structured interview glide form 30 entrepreneurs who are running a small restaurant in Lampang more than 5 years. The fundamental of data triangulation was tested to confirm its reliability. The result can be formulating the strategy under the CIEB model which consisted of 4 strategies as follows: C: creation - a business environment context analysis and creating the vision, mission, identity and planning of brand orientation; I: implementation - following as plan and controlling the brand performance; E: evaluation - evaluation of the success and failure of the plan and suggestion for brand management improving; B: balancing - recovering and developing the basis of the brand management plan improving. These findings will contribute to small enterprise and small restaurant in Thailand agencies for strategic brand management operation.

Cite this Article:

[Kamkankaew, Pongsiri. "STRATEGIC BRAND MANAGEMENT FOR SMALL ENTERPRISE: A CASE STUDY ON SMALL RESTAURANT IN LAMPANG, THAILAND." International Journal of Social Science & Economic Research 2.4 (2017): 3017-023.]