The Study On Brand Marketing Strategy Of Aui Tek Lee(ATL Food),Thailand

Branding is a crucial strategic indicator of growing criticism.Brand is intangible assets that produce added benefit to the firm to achieving its financial target,reputation,and customer's loyalty.In this research focuses on analysing brand marketing strategy to strengthen brand with a case study of Aui Tek Lee Food or ATL Food.The company was the start-up company categorise in small and medium enterprises(SME)and located in a local area in Thailand,the brand is not yet widely-known,therefore this dissertation attempt to assist the ATL Food in generating and improved plan to integrate brand marketing strategy to strengthen the brand and optimise profit.The primary objective of this paper aims to study and identify the situation,challenge,and opportunity of the brand.This research focuses on the study and defines the current practice of the firm and the influence of brand marketing in overall marketing that affect sale and profitability.Find out the issues that the company faces in term of brand marketing and profit optimization.The author employs qualitative research and secondary information sources.This research utilizes a variety of sources;interview,observation,field investigation,and academic research on the database.The researcher has explored varied of different brand relate topics in recent years,generate scores of papers,research reports,articles,and books.This paper identifies some of the analysis,defining problems and propose solutions,influence from an academic perspective on relevant topics that have been learned such as brand identity,brand positioning,brand marketing program,brand equity measurement,and brand management.The research is structured into two parts which are the theoretical framework and the empirical part.The theoretical framework will provide ideas of the thesis methodologies.Those ideal frameworks can help for the solution and defining the suitable suggestion for the company.The supporting theoretical framework contains such a strategic brand management process,identify and establish brand positioning and value,plan and implement brand marketing programs,measure and interpret brand performance,grow and sustain brand equity.The other main theoretical framework was also indicated by The Kapferer Brand Identity Prism which has small elements inside likely,physique,personality,culture,relationship,reflection,and self-image.The other specific tool is Keller's Brand Equity Model that has a supporter element as well as salience,performance and imagery,judgment and feeling and resonance.The empirical part start with an analysis of recent ATL Food brand practice,propose problems,solution suggestions,and the implementation plan.The most important is the suggested brand marketing strategy plan for the ATL Food,the whole concept of solution which use brand strategic management to deal with the issuing company faced and the small relevance tool to be involved with such as brand positioning and value,brand mantra model,measure and interpret brand performance.The author aims to support the ATL Food with this new brand marketing strategy to successfully achieve its objective.