DETCHANUN 1

Sirikorn Mint Detchanun

Mr. Abel Cadias
English 10 / 10:06
June 20, 2016
How Branding Affects Product Sales in Thailand
Branding affects product sales by making products memorable and unique. The
purpose of this research report was to explain how branding affects product sales in
Thailand. The importance of this research report is to show how branding is important to
business starters. The pieces of information found in this research report were based on
nine sources. First, the article entitled Introduction of Brand Strategy- Part 1: What is
Brand Strategy? by Susan Gunelius described the definition and basic of brand strategy
in a long-term plan. Second, the article from Strategy New Media explained the
branding strategy in the specific term and 10 reasons why it is important to business
owners. Third, Dr. Sumas Wongsunopparats book entitled The latest in Branding
Strategy indicated the goal of branding in today life. Fourth, the article of Miranda
Brookins and Demand Media pointed out the importance of branding strategies to
improve image or sales. Moreover, Kauffman Foundation showed how to use branding to
increase product sales. Sixth, the study of Mahidol University called How branding for
startup to get high profit explained how personality of brand is necessary, described
brand awareness and provided the target groups to create branding. Seventh, the article
entitled 5 Tips for Creating an Appealing and Memorable Brand revealed some tips
about how to make the brand memorable. Next, in Paul Junes article entitled What
Makes Your Brand Unique? noted what make brands stand out from others. Finally, the
studied of Tiffany Hopkins was about three tips to create a unique brand.

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Branding Strategy
The best branding is built on a strong idea. Branding is more than a logo or
graphic element. In order to achieve goals, it is a lasting method for the growth of a
successful brand and the way that the customer would recognize the products so, it is
important to be conscious of planning to create the experience of brand (Gunelius, 2016).
If there was no branding, the products will not be well known then couldnt be sold.
Based on an article in strategynewmedia.com, brand was about the entire experience of
the customer for the products. Guneliuss article showed that all perspective of a business
and the consumer needs, emotions, and competitive environments could be affected in
brand strategy. The entrepreneurs needed to make the connection between the brand and
customers. This affected the customers belief which would make the business or
products grow and stable in a long-term plan. The products must be known as their own
brand not as one of the choices. Having a good brand, a good strategy is needed
(Wongsunopparat, 2016).
Why branding is important? Many organizations and business starter like to use
their time thinking about brand in the broadest sense and it caused the effect on their
business. In an article by strategynewmedia.com, explained 10 reasons why branding was
important for the business starters. First, branding makes more acceptation. Customers
would choose the companies that they well know because it should be easy and
compatible to reorganize. Second, branding prevents from being in race of selling with
others. At present, it is very important to stand out from many similar companies around
the world. Third, branding shows what kind of the business is. Fourth, the strong and
clear brand will guide the staff how to act, how to win, and how to reach the goals. Fifth,

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branding will create a constant reference. It helps people remember and recognize the
brand which they could tell others about the brand. Sixth, it should be easy to understand.
Furthermore, it can make customers know what they want. Seventh, branding will stands
as producer and it standed for the deliver to customers. Eighth, it can guide or plan
entrepreneur to the expect goals. Ninth, it is a connector between the owner and
customers emotionally. At last, good brand helps making more money.
Product Sales
To create a brand is important to customers if it was presented in the correct
targeting groups, this can make the product sales to increase. In an article by Mahidol
University, many business starters thought creating a brand was the easiest part, only
having money. But, in the reality it was not, though they used the money for
advertisement, it didnt mean the customer would choose their products. Businesses in
Thailand usually use these two methods to come up with a brand which is a strategy and
can be used in real life. However, the business owner should have a strong brand. The
experience that a customer received from buying the product or service was what
convinces them to bought it again. Therefore, it is important to increase customers
loyalty to the brand. This helps make the market to be more productively as well as
market share. A brand that can stand on a customers head is brand that is successful, so
they will be higher than the others that have the same products (Pornpatcahrapong,
2014). To have the business that differs from its competitor is to improve image and sale.
The benefit in branding are known the target group or brand awareness and making a
logo. In addition, brand strategy, as well as sharing information, can develop the
reliability among customers, market and the company. Pricing on the product is necessary

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for company because high prices would reproduce the money. It depended on what use
for the product and fair in pricing (Brookins, 2016). This was what can make the product
sales increase.
Branding Affects Product Sales
Branding would enable to make the products be the only one that customers think
of. Branding affects product sales by making products memorable and unique. Why
branding affect products memorable? The first impression of brand is important, if the
products have brand it can make customers remember the products. This is another
important thing that can cause the product sales increasing. So, how to make it
memorable? There are five points for creating an appealing and memorable brand. First,
start with a sense of humor by making fun event this can help advertise brand more than
usual. Second, use a regular language because its easier to understand and customers
dont want to know about the business dialect. Third, to experience and develop the brand
is to do the business offline and online. Fourth, when make a mistake should take it and
work to fix it. This will make customers be more relieve on the brand. Last, make it
personal (Langdon, 2015). On other hand, branding also make products unique. Why
branding effect making products unique? Because branding can make the products stand
out from many similar companies. So, if a person has a good branding that means it is
unique. Branding includes strategy, design, photography, copy writing, product styling,
collateral, website, etc. All these put together make the brand unique. To be more details
good branding is mean brand story, it is ability of business starter to communicate and
connect emotionally of story to customers (June, 2014). How to make the products be
unique? There are three ways to create a unique brand personality. First, build a strong

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brand identity will help the brand separates from competitors is important to successful in
making brands personality. Obvious target or pattern of tenet can tell the customers the
brands type. Second, know the audience, it important to know who want to talking to and
reasons why consumers choose this brand. In addition, to identify what audiences like or
not like and behavioral pattern when improve brand personality. Eventually, dont be
afraid to lose anything because it can help the brand or business to grow, learn to lose
make things grow (Hopkins, 2015).
Conclusion
This research report aimed to find out how branding affects product sales in
Thailand. This research reports concluded that branding would enable to made products
be the only one that consumers thought of. Branding strategy is important for business
starters because it affects product sales by making products memorable and unique. It
was suggested that the product should be memorable in order to help customers
remember the brand which they can tell others about it. Therefore, to be unique is to
make the brand stand out from similar companies. This research report discovered that
branding made it to be more acceptable from the customers. This research report
recommended further studies on how to use branding together with advertising to
increase product sales.

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References
Brookins, M. (n.d.). Branding Strategies to Improve Image or Sales. Retrieved May 5,
2016, from http://smallbusiness.chron.com/branding-strategies-improve-imagesales-1431.html
Gunelius, S. (2016). Introduction of Brand Strategy- Part 1: What is Brand Strategy.
Retrieved May 5, 2016, from https://aytm.com/blog/researchjunction/introduction-to-brand-strategy-part-1/
Hopkins, T. (n.d.). 3 Tips To Create A Unique Brand Personality. Retrieved May 5, 2016,
from http://www.likeable.com/blog/2013/02/3-tips-to-create-a-unique-brandpersonality
June, P. (2014, July 8). What Makes Your Brand Unique?. Retrieved May 5,2016, from
http://barrelomonkeyz.com/what-makes-your-brand-unique/
Kauffman Foundation. (2016). Using Branding to Increase Sales. Retrieved May 5, 2016,
from http://www.entrepreneurship.org/resource-center/using-branding-toincrease-sales.aspx
Langdon, S. (2015, September 4). 5 Tips for Creating an Appealing and Memorable
Brand. Retrieved May 5,2016, from https://www.entrepreneur.com/article/
249994
Why is branding important?. (2013, July 1). Retrieved May 5, 2016, from
http://www.strategynewmedia.com/why-is-branding-important/
Wongsunopparat, S. (2016). Marketeer. The Latest in Branding Strategy, 134-135.
Startup [CMMU]. (2016, May 12). Retrieved May 5,
2016, from
http://www.brandbuffet.in.th/2016/05/cmmu-startup-seminarseries/#VMiROSC8dvVSquAb.97