03729nas|a2200469 a 4500 20260817171722.0 060509s2005 th uu|m rtt 0| a1eng d .b11987121 AIT RSPR no.SM-05-07 Thanawan Sirivorapat Branding strategy of "Double A" in Thailand : the study of strategic Brand Concept Management (BCM) Pathum Thani, Thailand : Asian Institute of Technology, 2005 66 leaves Research studies project report ; no. SM-05-07 A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005 Due to intense rivalry in current marketplace, the firms with similar products or services cannot compete effectively. For commodity which is normally difficult to differentiate, the cutting price strategy is considered the main key. However, pricing is not actually the only one competing basis. Advance Agro Public Company Limited, one of the biggest and most modem pulp and paper manufacturers in Thailand has launched "Double A" brand for A4 premium copy paper. It is an inventive idea to differentiate and build paper brand in the consumer's mind by implementing a range of marketing and communication tools. The successful brand building generates Advance Agro several advantages, remarkably, the opportunities of extension to related businesses and growing internationally as a global brand. From the marketers' viewpoint, this research is concluded by analyzing all implemented marketing and communication strategies. In addition, the research identifies strategic Brand Concept Management (BCM) showing the sequential processes of selecting, introducing, elaborating and fortifying Double A brand concept. Recommendations for Double A brand management and directions for further researches are also proposed in the final part. Product management Thailand Double A (Firm) Johri, Lalit M., Chairperson Dimmitt, Nicholas J., Examination Committee Sununta Siengthai, Examination Committee Royal Thai Government Fellowship, Scholarship Donor Asian Institute of Technology. Research studies project report ; no. SM-05-07 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B09645 .b11987121 mnait u 240813 0 060509 m a u 0 mnait mnait mnarc mnarc mnarc 20 40 Barcode : 30050120664213 CREATED : 2006-09-05 RECORD # : i12484222 LPATRON : 1023766 LCHKIN : 2012-09-28 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 9 TOT RENEW : 1 Barcode : 30050120664239 CREATED : 2006-09-05 RECORD # : i12484234 LPATRON : 1011380 LCHKIN : 2008-11-27 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 2 TOT RENEW : 0 Barcode : 30050120378434 CREATED : 2016-05-27 RECORD # : i12998497 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120912943 CREATED : 2020-01-20 RECORD # : i13249332 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120996615 CREATED : 2020-05-25 RECORD # : i1327255x LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 13285 13285 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-05-07 30050120664213 2026-08-17 17:17:22 1 2026-08-17 20 0 0 0 0 MAIN MAIN mnait 2026-08-17 50.00 0 AIT RSPR no.SM-05-07 30050120664239 2026-08-17 17:17:22 2 2026-08-17 20 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-05-07 30050120378434 2026-08-17 17:17:22 1 2026-08-17 40 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-05-07 30050120912943 2026-08-17 17:17:22 3 2026-08-17 20 0 0 0 0 MAIN MAIN mnarc 2026-08-17 50.00 0 AIT RSPR no.SM-05-07 30050120996615 2026-08-17 17:17:22 4 2026-08-17 20