Necessary needs of building a brand for Pitchayabundit 2 school

Abstract

         The objectives of this research were 1) to study the current condition and desirable condition of building a brand for Pitchayabundit 2 School. 2) to study the needs of building a brand for Pitchayabundit 2 school, It is quantitative research. The sample group consisted of 75 school administrators and teachers in Phitchayabundit 2 Phen Udon Thani, academic year 2023. The tool used was a dual-response questionnaire with a 5-level rating scale with the index of item objective congruence (IOC) of 1.00 and the confidence value for the whole set of the current conditions was equal to 0.95 and the desirable conditions was equal to 0.98. Statistics used in data analysis including frequency, percentage, mean, standard deviation and PNI_Modified

         The research results were as follows:

         1. The present condition of building a brand for Phitchayabundit 2 School. The aspect with the highest average was Reputation, followed by organizational culture aspect. And the aspect with the lowest average value Information Technology. .The desirable condition of building a brand for Phitchayabundit 2 School. The aspect with the highest average was brand personality. Next was organizational culture. And the lowest average in identity.

         2. The Necessary needs of building a brand for Pitchayabundit 2 school. The priority needs index ranked in order of importance as follows: Information technology It has the highest necessity index value (PNI_Modified = 0.61), followed by brand personality (PNI_Modified = 0.59), and the least necessary aspect was Reputation (PNI_Modified = 0.29)