COMMUNICATION FOR POLITICAL BRANDING OF THE WINNING CANDIDATE FOR CHIEF EXECUTIVE OF THE SONGKHLA PROVINCIAL ADMINISTRATIVE ORGANIZATION IN THE 2025 ELECTION
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Abstract
This study aimed to examine (1) the communication process in political branding, and (2) the problems and communication strategies used in political branding of the winning candidate for President of the Songkhla Provincial Administrative Organization in the 2025 election. It was a qualitative research focusing on individuals directly involved in political branding communication. The sample consisted of 27 purposively selected participants from seven groups: the candidate for provincial administrative organization president, communication branding strategists, branding practitioners, campaign supporters, citizens as message receivers, council candidates, and communication branding scholars. Data were collected through semi-structured in-depth interviews and individual interviews, and analyzed using content analysis and thematic summarization.
The findings indicate that 1) effective political branding must be conducted systematically, starting from contextual analysis, identity formation, strategy development, and appropriate media selection, together with 2) addressing communication problems through clear strategies, media integration, transparent data use, and systematic team management in order to build credibility, trust, and long-term recognition. In addition, the study has developed the “S-U-P-H-I-T B-R-A-N-D-I-N-G Model,” a conceptual framework that encompasses contextual analysis, identity formation, strategic planning, integrated communication, crisis management, response to attacks, alignment of image with policy, and the development of sustainable relationships with the public. This model can be effectively applied to political communication at the local level.
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References
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