A comparison study between "The Brand IDEA" and other branding paradigms implemented by nonprofit organizations in Chiang Mai, Thailand

การศึกษาเปรียบเทียบระหว่าง "The Brand IDEA" กับแบรนด์แบบอื่นโดยองค์กรไม่แสวงหากำไรในจังหวัดเชียงใหม่ ประเทศไทย

Name: Simon, Eva Cristina Azelie

Organization : Payap University. Department of Business Administration

LCSH: Branding (Marketing)

LCSH: Nonprofit organizations -- Thailand -- Chiang Mai

Classification :.DDC: 658

Abstract: This qualitative research investigates the branding paradigms used by four nonprofit organizations registered in Chiang Mai, Thailand. Through a case study approach, the research aims to find out whether these organizations are following a for-profit inherited paradigm or a nonprofit-adapted paradigm, and whether both their top management team and staff’s perceptions align. The study uses Nonprofit Branding Paradigm Shift developed by Laidler-Kylander and Shepard Stenzel (2013) to evaluate which branding paradigm is used by the four participating organizations in this research. This conceptual framework compares two branding models: Brand IDEA and other brand paradigms with seven elements, including the branding’s definition, goals, positioning, communications, audiences, organizational home and requirements. Based on in-depth interviews conducted with the top management team and additional surveys given to the staff, all 32 participants believe that nonprofit organizations have own brands, although they do not seem to clearly and purposely manage their own. The results show that the organizations are leaning toward using both models or toward using a nonprofit-adapted model altogether. Both the organizations’ branding model and alignment with staff seem to be heavily influenced by the organizations’ raison d'être, culture and structure. These findings suggest that each of the participating organizations should decide to consciously implement an integrated branding paradigm of their choosing to ensure greater cohesion and mission impact. To further understand the branding paradigms used by nonprofit organizations, future studies should include larger scale researches based in different countries and sectors, as well as researches centered on the impact of organizational culture and structure on nonprofit branding.

Payap University. Central Library

Address: CHIANG MAI

Email: napat_c@payap.ac.th

Name: Rux Prompalit

Role: Advisor

Created: 2018

Modified: 2565-11-08

Issued: 2022-11-08

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: TH. 658 S594C 2018

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Payap University

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