THE APPLICATION OF DESIGN THINKING IN PRODUCT BRANDING TO DEVELOPE PRODUCTS BY COMMUNITY ENTERPRISE IN CHAI NAT

Abstract

The objectives of this research were 1) to study the application of design thinking in product branding to develop products by community enterprises in Chai Nat province, 2) to experiment with the design thinking in product branding to develop products by community enterprises in Chai Nat province, 3) assess satisfaction with the designed product symbols, with evaluations conducted by three design experts and 18 training participants. Additionally, a group of 100 visitors to the Beach Festival in Chai Nat, participated, using a purposive sampling method. The research tools included a product symbol evaluation questionnaire and a satisfaction survey. The statistical analysis involved mean, and standard deviation.

               The research showed that: 1) The application of design thinking processes consists of five steps, including 1) empathize 2) define 3) Ideate 4) prototyping, and 5) test, 2) The use of design thinking processes resulted at the highest level. (x= 4.66, S.D. = 0.22).3) The satisfaction level with the new product branding was at the highest level. ( x= 4.77, S.D. = 0.29), as they were more accessible to consumers due to their simplicity, brevity, and easy memorability, making them suitable for use as trademarks.