LOCAL COMMUNITY BRANDING – A CASE STUDY OF KUDEEJEEN COMMUNITY, BANGKOK THAILAND.
The research ideas on local community identity in branding design for the purpose of community identity design – A Case Study of the Kudeejeen Community in Bangkok, is a research utilizing a quantitative research method on identity and design materials within the community. The objective is to yield a methodology for the graphic materials of branding design which would present the community in a way that stimulate tourists interest in visiting the Kudeejeen community. The population used in the study comprises Thai tourist within the community whom were picked by accidental sampling. The tools used for the research is questionnaire asking tourists to identify branding and graphic elements to represent community identity. Statistics used for analysis include percentages, means and standard deviations. Data collection centered on two major issues – the first on branding materials that appropriate symbol and name, and the second on graphic materials as color, typography, illustration and layout. The results was summarized into two approaches of community identity were used; 1) Branding materials was determined that religious places as the greatest importance symbol of community and the proper brand is descriptive names. 2) Graphic materials was determined complementary of warm color, sans-serif type, photo technique and modular grid were used in corporate identity design for community.