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Design Guideline for Cross-Cultural Branding : A case for Thai Dessert Brand in Cincinnati

Boonkasemsanti, Isariya
http://orcid.org/0000-0002-4373-6486
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1439300866

Abstract Details

2015, MDES, University of Cincinnati, Design, Architecture, Art and Planning: Design.
There are many brand identity guidelines currently being used in the field of graphic design, yet none of them has been specifically created for cross-cultural brands. The aim of the study was to create the methodologies for designing cross-cultural brand identity. The case of Thai Dessert Brand Identity in Cincinnati was conducted and the observations, problems, questions and findings throughout the design process were documented. The methodologies for identifying the appropriate cultural element for the design phase included the primary research, which involved qualitative research method through an in-depth interview as well as quantitative research method through online surveys, and the secondary research in fundamental design principles and existing branding strategy models are studied to help create the framework. To facilitate the data analysis of the qualitative research, the main steps of thematic analysis were applied. The primary result from the design project yields the Brand identity design for the brand `Kati-Kala’ with the essential brand assets that are well accepted by the target audience in Cincinnati. The Cross-cultural Branding Design Framework was built using analysis of the documented observations and problems during the design project. Overall the research study provides useful insights for designers and business owners who seek to create visual identity for their brand in foreign countries, as well as emphasizing the importance of understanding the cultural aspects of the brand to create an identity blend that facilitate business success.
Craig Vogel, M.I.D. (Committee Chair)
Todd Timney, M.F.A. (Committee Member)
62 p.
Design
cross-cultural branding; brand identity; branding design; thailand; cross-culture; graphic communication design

Recommended Citations

Citations

  • Boonkasemsanti, I. (2015). Design Guideline for Cross-Cultural Branding : A case for Thai Dessert Brand in Cincinnati [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1439300866

    APA Style (7th edition)

  • Boonkasemsanti, Isariya. Design Guideline for Cross-Cultural Branding : A case for Thai Dessert Brand in Cincinnati. 2015. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1439300866.

    MLA Style (8th edition)

  • Boonkasemsanti, Isariya. "Design Guideline for Cross-Cultural Branding : A case for Thai Dessert Brand in Cincinnati." Master's thesis, University of Cincinnati, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1439300866

    Chicago Manual of Style (17th edition)

ucin1439300866
287
© 2015, all rights reserved.
This open access ETD is published by University of Cincinnati and OhioLINK.