Guidelines for business brand management through the perspective of modern entrepreneurs in Phetchabun Province

Abstract

This research aims to study business brand management guidelines through the perspective of modern entrepreneurs in Phetchabun Province using qualitative research methods. The data was collected through in-depth interviews with entrepreneurs participating in the Industrial Business Entrepreneur Development Program (DIPROM) Class 414 in Phetchabun Province and documentary research. The research found that most of the modern entrepreneurs in Phetchabun Province are business heirs. The challenge of succeeding the business from their parents lies in managing the brand to achieve success amidst the dynamics of change as well as striving to unlock limitations stemming from both internal and external factors, while seeking new market opportunities to further the business. The modern entrepreneurs proposed guidelines for making the brand recognized, memorable, and reputable. This includes expanding markets and sales channels, modernizing brand image, utilizing technology to increase the efficiency of production and service processes, bringing business online to expand customer base, acting as land management executives to increase commercial value, and hiring consultants to solve problems or create competitive advantages. The research also found that modern entrepreneurs are highly aware of the importance of brand communication, especially through in-store sales staff, business Facebook pages, and TikTok online platforms as these channels have influence on buying decision of digital era consumers.