BRANDING STRATEGIES FOR PRIVATE KINDERGARTEN SCHOOLS IN BANG KHAE DISTRICT UNDER THE OFFICE OF THE PRIVATE EDUCATION COMMISSION

Abstract

The purposes of this research are as follows: This study aimed 1) to study brand building of private kindergarten schools in Bang Khae District under the Office of the Private Education Commission, and 2) to develop brand strategies for private kindergarten schools in the same area. This study employed a qualitative research approach. The purposive sample consisted of 19 key informants. Informants for brand building included school administrators, kindergarten teachers, and parents, while informants for brand strategy development included senior executives of the Office of the Private Education Commission, administrators of private kindergarten schools, and branding strategy experts. The research instrument was a semi-structured interview. Data were collected through in-depth interviews and analyzed using content analysis.

The findings revealed that: 1) brand building of private kindergarten schools comprised four components: (1) brand positioning emphasizing quality, credibility, and safety; (2) brand identity reflecting warmth and Thai moral values; (3) brand strategies focusing on sustainable internal quality development with a learner-centered approach; and (4) brand communication through both online and offline media to build confidence in the quality of educational management. 2) Brand strategies for private kindergarten schools based on the 7Ps framework consisted of product strategies emphasizing holistic educational quality, pricing strategies reflecting value, place strategies focusing on a safe environment, promotion strategies involving modern and continuous communication, people strategies positioning personnel as brand representatives, process strategies based on standardized operations, and physical evidence strategies providing tangible evidence to confirm educational quality.