กระบวนการควบคุมอัตลักษณ์ทางสายตาของตราสินค้าแอปเปิ้ล ในประเทศไทย

• Main Author: คมสัน ไชยวงค์
• Other Authors: อาจารย์ ดร.ขวัญฟ้า ศรีประพันธ์
• Format: Independent Study
• Language: Thai
• Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2020
• Online Access: http://cmuir.cmu.ac.th/jspui/handle/6653943832/69245
• Institution: Chiang Mai University

This independent study is studying about Visual Identity Control Process in Brand Identity. Researcher found that most of SMEs in Thailand lack of understanding of Branding and Visual Identity which is the important factor to increase products and services value. The Applebrand in Thailand was chosen as research’s case study due to World’s widely accepted clarity in Visual Identity control in their brand and services. The research is focusing on Brand’s structure and principles which is applicable use with other brand in Thailand. Also study process of Visual Identification Control in Brand, resulting in Brand royalty. The study groups are Apple retail store’s staffs and managers, expert brand identity designers, and Apple’s customers in Thailand. Checklist and Interviews are systemically use as tools. The research found that Apple’s Visual Identification Control in Brand Identity are consist of 7 main components; Control form CEO, Sector Management(Thailand), Design Strategy, Organizations and professionals, Knowledge Management and Brand Book.