Main Article Content
This research aims to study the following: (1) strategies for brand building and communication for convenience store business: a case study of CP All Public Company; and 2) factors mobilizing the brand of convenience store: a case study of CP All Public Company. This case study employs a qualitative approach. The research activities include a focus group discussion involving low level executives and employees with over 20 years in the business, as well as in-depth interviews of 49 high level executives/middle level executives/business partners. The study results are as follows:
CP ALL company has adopted Alina Wheeler’s concepts of strategies for brand building and communication (2009) as follows: (1) the brand vision: “We provide convenient services to all community” which is in accordance with the business vision: “Through work teams of happy employees, we desire to see smiles from customers”; (2) CP ALL has defined the essence of the brand through 3 benefits: country, society, and community; (3) CP ALL has positioned “Plentiful Convenience” in its convenience stores, focusing on providing customers’ experience through friendly services; (4) CP ALL has defined brand value, function value, product development, and services that respond to emotional value, convenience, overall services, as well as its identity as the community light; (5) CP ALL is committed to and has recognized the importance of social responsibility and involvement of all stakeholders on the basis of sincerity; 6) approximate age of 7-Eleven brand personality is between 20 – 35 years, with physical characteristics of easy accessibility, good human relationship, enthusiasm and good attitude towards working.
Brand mobilizing factors cover the following aspects: (1) concerning corporate and brand communication, the “Plentiful Convenience” brand focuses on services, with customer-centeredness and good governance; (2) concerning corporate social responsibility, social activities are organized through decentralization down to 7-Eleven stores and product distribution centers; (3) concerning employees and team building, the company adopts the culture of harmony, recognizing the value of working, unity and leadership; and (4) concerning leadership, the highest leader is the center of the company’s heart and soul and an inspiring model for employees.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
Aaker, A. D. (2002). Building Strong Brands. London: Simon & Schuster.
Kapferer, J. N. (1998). Strategic Brand Management: Creating and Sustaining Brand Equity LongTerm. London: Kogan Page.
Kasikorn Research Center. (2020). K SME Analysis. Retrieved November 20, 2020, from https://www.kasikornbank.com/SiteCollectionDocuments/business/sme/knowledge/article/KSMEAnalysis/8SMEgoeson_SME/8SMEgoeson_SME.pdf
Knapp, D. E. (2000). The Brand Mindset. New York: Prentice Hall.
Kotler, P. (1991). Principles of Marketing. New Jersey: Prentice Hall.
Netinant, P. (2011). The Synthesis of Branding Process and Strategic Branding. Executive Journal,31(2), 36-50. [in Thai]
Nielsen, N. V. (2018). What’s Next in 2019 for South East Asia. New York: Free Press.
Ogilvy, D. (1983). Ogilvy on Advertising by David Ogilvy. New York: Vintage.
Pichedpan, N. (2020). Brand Communication by Using Spoke-Characters Featured in Line Stickersin Thailand. Panyapiwat Journal, 12(3), 193-207. [in Thai]
Rohlander, D. G. (1999). Positive for the Future. Executive Exellence, 16, 17.
Schultz, D. E. (2002). Marketing Management: The New Brand Value. American Marketing Association, 11(4), 8-9.
Suwanmar, P. & Phoemphian, T. (2016). A Case Study of Creating Operational Employees Happiness Guildeline in the Workplace: Some Convenience Stores Located in Bangkok and Metopolitan. Panyapiwat Journal, 8(2), 122-133. [in Thai]
Temporal, P. (2002). Advanced Brand Management: From Vision to Valuation. Singapore: John
Wiley & Sons.
Thammaragsa, S. (2007). Brand Communication (3rd ed.). Bangkok: Bangkok University Press.
Wealthythai. (2019). The Rise of 7-Eleven. Retrieved November 20, 2020, from https://www.facebook.com/wealthythai/posts/2343595125895244/
Wheeler, A. (2009). Designing Brand Identity. New Jersey: John Wiley & Sons, Inc.
Winters, L. C. (1991). Brand Equity Measures: Some Recent Advances. Market Research, 3(4), 70-73.
Wongmontha, S. (1999). Marketing Strategy: Principle of Marketing. Bangkok: Theera Film and Scitex.