Abstract:
This thesis aims to present the guideline for building brand names for Thai commercial websites. The scope of the study is based on the online retailer, which sells books, music, movies, electronics, and IT products. The target customer groups are in science, technology, IT, and commerce related fields. Their age ranges between 20 to 39, with a bachelor degree or over, who live in Bangkok and in the suburb area. In studying, the case study, Tohome.com, is selected in order to find out the success factor in building a successful website. Then, the discussion between these factors with philips Kotler's steps in building a successful brand is established to find out the way to generate the guideline. The result is that Philip Kotler's steps are concerned with three factors: product offering, brand identity, and advertising. In product offering, we can conclude from the questionnaire that the website should offer inexpensiveness and convenience. Additionally, it should be concerned with these 8 attributes: product, price, security, logistics, money management, sales promotion, and after sales service. According to brand identity, Kotler suggest the tools to strengthen and project the brand image as Naming, Owned Word, Slogan, Symbols, and Logos. These tools can also being used online and the result from the questionnaire shows that it does reflect the brand image. As for advertising, Kotler draws a conclusion in advertising for any media, which we can adopt to be used with the online advertising channel of website. In this thesis, The study of suing E-mail marketing and online advertising banners is done. This will enable us to understand the way to establish good E-mail marketing and to position the banner.
