Political Marketing: Brand Personality for Generation Y Thai Voters

Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters?
Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions.
Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand…

Contents

1. Introduction
1.1 Political Marketing
1.2 Thai Political Background
1.2.1 The beginning of Democracy
1.2.2 Thai Political Election
1.2.3 Thai Election 2007
1.3 Generation Y
1.4 Brand personality
1.5 Brand personality in politics
1.6 Problem statement
1.7 Purpose
1.8 Target Audience
2. Theoretical Framework
2.1 Brand Personality
2.2 Integrated Marketing Communication (IMC)
3. Methodology
3.1 The choice of topic
3.2 The chosen theories
3.2.1 Brand Personality concept
3.2.2 Integrated Marketing Communication concept
3.3 The choice of collecting information
3.3.1 Secondary Data
3.3.2 Primary Data
3.4 Analysis of Information
3.5 Limitation
4. Finding
4.1 Secondary Data
4.1.1 Generation Y voters
4.1.2 Power People Party
4.1.3 Thai Democrat Party
4.1.4 The 2007 Election
4.1.5 Result from 2007 election
4.1.6 Communication
4.2 Primary Data
4.2.1 Brand personality of the Parties
4.2.1.1 Power People Party
4.2.1.2 Thai Democrat Party
4.2.1.3 Ideal Political Party
4.2.2 Brand personality of the Leaders
4.2.2.1 Samak Sundaravej of Power People Party
4.2.2.2 Abhisit Vejjajiva of Thai Democrats Party
4.2.2.3 Ideal Thai political leader
4.2.3 Other information about election
4.2.4 The communication process
5. Analysis
5.1 Brand Personality
5.1.1 The Parties
5.1.2 The Ideal Party
5.2 Communication
5.2.1 Promotional tools and messages
5.2.2 Structure and Branding
6. Conclusion
6.1 Brand Personality
6.2 Communication
7. Recommendation
8. References
Appendix I: Questionnaire
Appendix II: Brand personality of the Parties
Power People Party
Thai Democrat Party
Ideal Political Party
Appendix III: Brand personality of the Leader
Samak Sundaravej of Power People Party
Abhisit Vejjajiva of Thai Democrats Party
Ideal Thai Political Leader
Appendix IV: The communication channels

Author: Prommeenate, Prapanrat

Source: Malardalen University

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Political Marketing: Brand Personality for Generation Y Thai Voters