The use of spokes-characters for building brands in Thailand.

Abstract

The objectives of this study are organized as follows: To understand how Thai companies use spokes-characters in their brand visual identity system, the challenges these companies face, and how each company overcomes their challenges while developing and promoting their spokes-characters. This study uses qualitative method (in-depth interview) in order to gain a deeper understanding of a spokes-character creating process. The respondents selected for this study are employees currently working for one of the three companies with a spokes-character. Additional respondents were two university professors and one Japanese illustrator. As a result of this study, several departments within the firm, such as marketing communication, market research, and public relations can use this information to improve and enhance their spokes-characters. On the other hand, companies without a spokes-character can use information from this study to develop the right type of spokes-character for their businesses.