Development of Brand Identity and Product Label for Herbal Balm to Enhance the Grassroots Economy of the Chang Phueak Phatthana Community Occupational Group, Phetchabun Province

Abstract

The purposes of this research were: (1) to study and design the brand identity and product labeling of herbal balm products for the Chang Phueak Phatthana community occupational group in Phetchabun Province, and (2) to evaluate consumer acceptance of the developed packaging design and label information. The study employed a mixed-methods approach, integrating qualitative and quantitative research. The qualitative phase was conducted using participatory action research (PAR) in conjunction with research and development (R&D) processes, including in-depth interviews, focus group discussions, and brainstorming sessions among community members, researchers, and experts to collaboratively design the brand identity and product labels. The quantitative phase involved a questionnaire survey administered to 100 consumers to assess their satisfaction, which was used as an indicator of consumer acceptance. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation.

The results revealed that the development of brand identity and product labeling under the brand name “Chang Phueak” enhanced the product image and enabled clear and comprehensive communication of essential product information, such as product name, properties, ingredients, manufacturing date, expiration date, and producer information, thereby increasing the credibility of the herbal product at the community level. Regarding consumer acceptance, the findings indicated that overall acceptance was at a high level, with a mean satisfaction score of 4.35. The highest-rated aspect was the aesthetic design of the packaging, followed by the appropriateness of the packaging design and the suitability of the package size, respectively. These findings suggest that the development of brand identity and effective communication through packaging can enhance product value and credibility, and serve as an important approach to strengthening the economic potential of community-based enterprises.