Cultural Capital Management for Design Brand of The Community Enterprise Group, Phu Khao Thong Sub-District, Phra Nakhon Si Ayutthaya Province
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Abstract
This is study, It is research and development consisting of qualitative research and media development for community enterprise brand design. The objectives are as follows: 1) to study cultural capital about Phu Khao Thong Sub-District community; Phra Nakhon Si Ayutthaya Province 2) To design a brand for community enterprises The population in the study were entrepreneurs of 3 groups of enterprises, namely 1) community enterprises of carp group 2) community enterprises of local dessert group 3) community enterprises of drum Ramana group. A total of 30 key informants were selected by purposive sampling. Data were analyzed by content analysis using constructivist interpretation. It is a guideline for brand design. The results of the study revealed that 1) cultural capital consists of 2 characteristics: 1.1) cultural capital according to topography. local historical information and 1.2) local wisdom from local products; 2) community enterprise brand design from knowledge of community cultural capital. brought about the brand drafting from the name of the district together with the historical landmarks of the community as well as the characteristics of local products using the symbol of the Golden Mountain Chedi The condition of the Chao Phraya River Basin community and community enterprise products in this regard, 3 types of community enterprise brand models were obtained from community participation.
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