Abstract

This mixed-methods investigation examines four communities in Central Thailand to understand how cultural branding can help promote traditional knowledge. Following documentary review and a market research survey of 400 community visitors, researchers conducted participatory action research by holding interviews and focus group discussions with community members and related agencies to analyze local cultural capital, community product development, and marketing communication. Local product prototypes were developed and then marketed following a cultural branding strategy. Evaluation results indicated that cultural branding was effective in creating awareness of local products and their surrounding narratives. This suggests that cultural branding can be a powerful method for simultaneously improving the local creative economy and safeguarding traditional knowledge.