An investigation of branding and product development toward one tambon one product (OTOP) in Thailand.

Abstract

The purpose of this study is to investigate branding and product development toward One Tambon One Product (OTOP) in Thailand. The research will examine the most problems of OTOP products, which affect Thai producers unable to sell internationally. Therefore, this paper will provide useful information about branding and product development, which influent OTOP producers and local community to adapt and adjust their products under the support from Thai government. This benefits OTOP to have positive image and gain customer awareness from both Thai and foreigners. Therefore, branding and product development theory will be applied in this research along with OVOP strategy, Japan will be illustrated as a good sample for OTOP, Thailand to improve OTOP products efficiently. The methodology of this research would be suitable for a qualitative method in order to gather information from specialists as an industry insider and 10 respondents, who are familiar and unfamiliar with OTOP products. In-depth interviews would be great opportunities to further find out different feedback from both specialists and respondents for further develop OTOP products. Recommendation will be suggested in order to improve OTOP products to be standardized, which make OTOP products able to sell in an international level successfully.

KEY WORDS: OTOP/Branding/Product Development/Design/Packaging