Middle-East Journal of Scientific Research 24 (5): 1583-1587, 2016 ISSN 1990-9233 © IDOSI Publications, 2016 DOI: 10.5829/idosi.mejsr.2016.24.05.23473

The Rebrandingmodel of Royal Thai Army Radio and Television Channel 5

12Aphicha Prakobseng and Vichit U-On

1Candidate Doctor of Business Administration, Graduate College of Management, Sripatum University, Bangkok, Thailand 2Dean of Graduate College of Management, Sripatum University, Bangkok, Thailand

Abstract: In the past decades, Thailand had more development in the television industry to the future age in the digital age that for fulfilling the customers want and need. In the television industry situation had serious competition. The Royal Thai army radio and television channel 5 operate in the television industry in Thailand. They had the crucial competition situation. The viewer rating goes down in rapidly and the competitors changed the brand and operation that conform with the digital age. The Royal Thai army radio and television channel 5 had the bureaucratic brand image in customers’ perception that wasn’t conform with the customers want and need. The study was used the qualitative research method by in-depth interviews with the key informants in 5 group such as the top management, operation employee, television program, population (viewer) and supporter that conclusion and analyze by content analysis method then support by quantitative research method that used questionnaire and collected the data from 400 samples (Viewers). The result indicated that the Royal Thai army radio and television channel 5 must change the bureaucratic brand image to new image that more funny with an essence that means the super star military not military in the battle. The result from quantitative research indicated that conform and support the qualitative research result.

Key words: Rebranding Radio and Television Digital Television

INTRODUCTION had the expectation from return on investment. The televisionprogramhas role and responsibility to The Royal Thai radio and television channel 5 under creation the program that attraction the customers and control by royal Thai army. The commander in chief, viewers because the rating of viewers that effect the profit Royal Thai Army is a chairman of a boardthat follow the from advertising. In the other hand, the television program regulations and laws. That meanthe Royal Thai radio and has a low rating that means the difficulty to sale the television channel 5 under control by Ministry of advertising. That are all reason affect the revenue of the Defense. In the present, The Royal Thai radio and Royal Thai radio and television channel 5.If the Royal television channel 5 has an organization culture and Thai radio and television channel 5 has lost in revenue structure in bureaucratic concept. The Royal Thai radio that effect on the organization management, marketing and television channel 5isn’t the top popular in Thai’s and human resource management and the Royal Thai television industry. The Royal Thai radio and television radio and television channel 5 can’t development to the channel 5 can’t drive and force the organization to top channel. development and response the Thai’s population. In the past decades, the world had changed in an From years 2014. The top 4 rating was channel 7, 3, 9 and environment and social. Also, the television industry had Workpoint TV. In 2015, The television industry had more a change in every year follow the technology that affects viewers because the digital TV had begun, the viewer had the development in the television industryto modernity, more alternative to consumption. But the Royal Thai radio real-time and more attraction.The Royal Thai radio and and television channel 5 had become lower market share television channel 5 had slowly development the was 64.43% that effects the organization such as organization. In the present, the Royal Thai radio and withdrawn from the television program. Because They television channel 5 become to an alternative channel,

Corresponding Author: Aphicha Prakobseng, Candidate Doctor of Business Administration, Graduate College of Management, Sripatum University, Bangkok, Thailand. 1583 Middle-East J. Sci. Res., 24 (5): 1583-1587, 2016 not the first alternative that effect on the Royal Thai radio Second, the symbolic benefit that conforms with and television channel 5 branding. Because the viewers customer image or indicated the personal image in rating has a slowdown in continuously. The rebranding other perception.That was not involved the product. has the only way to improvement and development the Example, Benz, Louis Vuitton, Armani and etc. organization in the crucial situation. In another country, The last one, experience benefit was the benefit that the NHK is the Japan government channel had the customer feeling after tried in product or service. rebranding to change the structure and image for The components of the brand image were 4 modernity and close up with their customers. The result components that consist of the attribute, benefit, from rebranding created the modernity and populist for value and personality(ABVP). Kotler [2] described the NHK in Japan and another country. The NHK rebrand to brand image had 4 factors that can provide the the news leader channel. Also, The BBC which the top brand image such as attribute, benefit, value and channel in England had rebranding to the modernity that personality(ABVP) that conform with Aaker [1] and agrees with the viewers around the world. The BBC had Keven lane Keller [3]. ability in news presentation like as The CNN who which The attribute (A) was the product characteristic, the most famous channel in the USA and the world. example Mercedes Benz can image the picture of high The rebranding of the Royal Thai army radio and performanceand luxury. television channel 5will create and improvement the The Benefit (B) was separated the benefit in 2 group management system, knowledge and information sharing, such as functional benefit and emotional benefit. operation also, vision and mission that conform with the Example, the durability showed the functional benefit and digital television age. From the crucial situation of the the luxury price showed the emotional benefit. Royal Thai army radio and television channel 5 that need The value (V) was the brand image can have to organization rebranding for value creating and described something that involving the manufacturer increasing the competitive advantage. such as competency. The personality (P) was the brand image indicated Objective: To identify the way of rebranding on the Royal that the product personality such as vigorous, luxury, Thai army radio and television channel 5. convenient, relax and etc. The attribute (A) can describe by the logo, name, Literature Review color, packaging and etc. The benefit (B) can describe by Brand Image: Aaker [1] introduced the brand image was the liqueur that effects the get drunk.The value (V) can the impression in the customers’ mind. Brand image describe by the customers' perception when they used it. involved the feeling and customers’ perception during The personality (P)can describe the brand image that buying or using. The brand image can develop through supports the customer to creation the personality image. advertising, marketing campaigns with a consistent theme The component of the brand image that shows in that will effect on customers’ experience. The brand image Table 1. affects the customer who wants to change personality image in positive. Kotler [2] introduced the brand image Rebranding: The rebranding was one of strategy was the impression in population mind effect on a that created the positive image for the business. brand of product or trademark. Also, the advertising The rebranding can help the business to change the and promotion canindicate the brand characteristic. image and create the new perception of an organization to The variety of products does nothave to a same brand customers that support the product and service value. image, because the brand image was individualand The business can raise the product and service quality. differentiation from another brand. Keven Lane Keller [3] The rebranding that one of the important factor for introduced the brand image was the network of brand marketing strategy but depend on the skill and strategy to image and customers’ perception experience and success. Because, in the present, customers can find more impression and symbolic association that indicated variety communication channels than past. The business the characteristic. The brand image had 3 creates the rebranding for business value added. benefits. They must have extremely improvement that brings to First, a functional benefitwas the benefit from product customers’ perception. The customer expert the business attributesuch as a mobile phone that used for operation more than business name and logo also the communication in everywhere and every time. business storytelling, trust and reliability. In the

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Table 1: Shows the components of Brand Image. The Component of Brand Image Attribute Benefit Value Culture Personality User Alice M. Tybout and Tim Calkins, [4] P P P P P P Kotler[2] P P P P P P Regina Virvilaité [5] P P P - P - Sally S. Baalbaki [6] P P P - P - Jame T. Cole [7] P P P P P P Kyoung Nam Ha [8] P P P P P P PravathiPadmanabhan [9] P P P - P - Aleksandra L. Palchuk [10] P P P - P - HagaiGringarten [11] P P P - P - LinaXiong [12] P P P P P P

Table 2: Shows the components of Brand Image The Components of Rebranding Brand Analysis Brand Arrange Brand Action Brand Assess Kotler [13] P P P P Kotler[14] P P P P Ing [15] P P P P Pu [16] P P P P Uche [17] P P P Ali [18] P P P P Guercini and Ranfagni [19] P P P P Tsai [20] P P P P Eve C. NG [21] P P P P Tevi [22] P P P P Tevi and Otubanjo [23] P P P P Tudor [24] P P P Hanh Le [25] P P P P Peckham [26] P P P rebranding process. The business will create the new Third, Brand Action. The brand action image for customers such as new logo, new name, was the rebranding execution. The business or new color and etc. organization will create internal and external The rebranding can help and support the business to rebranding. The rebranding also covered the communication tools that create the organization the culture, attitude and top management and positioning. The business who can make the employee. differentiation of product and service that create the high The last one, Brand Assess. The brand value of business, profit and business sustainability. assess was the process that evaluates the result Kotler [2] described the rebranding, when the business from the new image. The assessment process must had more competitors and competition in the crucial clearly and conform with the organization objective situation, the business must create the rebranding for the include KPIs. new one such as launch the new brand. The rebranding The component of the brand image that shows in will conform with the customers want and need that to Table 2. create the perception. Kotler [2] introduced the components of rebranding MATERIALS AND METHODS had 4 components. First, Brand Analysis. The brand analysis was the The study was used the mixed method by organization or business studies in situation analysis qualitative and quantitative research method. First, (business environment) that effect on business operation, researcher in-depth interviews with the key organization image and brand image by organization informants in 5 group such as the top management, strength and weakness study. Also, study in the operation employee, television program, population stakeholder want and need. The result from that will create (viewer) and supporter that conclusion and analyze by the strategy efficiency and effectiveness for rebranding. content analysis method then support by quantitative Second, Brand Arrange. The brand arrangewas the research method that used questionnaire and collected rebranding planning. The first important of rebranding the data from 400 samples (Viewers). The data analysis by was how to design the clearly objective and goal. descriptive statistics.

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Table 3: Shows the mean and standard deviation of the attribute that should be The Attribute that the Royal Thai army radio and television should be: n = 400 S.D. 1. Change the presentation method by combine entertainment with serious topics. 4.45 .667 2. Make the television play that creates share value with social and community. 4.43 .675 3. Change the logo to modernity and can be recognition. 4.38 .719 4. Introduce the friendly character via television play and game show. 4.38 .684 5. Have a new communication channel for new generation such as social media. 4.35 .707

RESULTS AND DISCUSSION the present the Royal Thai army radio and television channel 5 has the bureaucratic and military image that The Result indicated that the Royal Thai army radio more seriously than other channels. The last one, have a and television channel 5 was the gentlemen in customers’ new communication channel for new generation such as perception especially the brave man military had integrity, social media. Because the people in Thailand addictive honesty, volunteer. Many key informants told the Royal play social media, a mobile app in everywhere and every Thai army radio and television channel 5 are an time such when they walk, sit, stand, on the way and etc. academician, philosopher and reliability. But the Royal Thai army radio and television channel 5 must change and CONCLUSION improve the way of presentation to enjoyment conform with substance for a response the customers need and This research aimed to study the rebranding of want that create the new dimension of the television Royal Thai army radio and television channel 5. industry in Thailand.Also, the key informants suggested Because Thailand had development in television industry the Royal Thai army radio and television channel 5 should more and more in last decade to present that for add more activitiessuch as sport and entertainment customers or viewers fulfillment. The Thai’s television activities that for closed up the customers. The Royal industry had more seriouslycompetition that force the Thai army radio and television channel 5 should the leader viewer rating of the Royal Thai army radio and television of the television industry to sports game broadcast live. channel 5 to low rating in rapidly that mean the Royal Thai Therefore, the Royal Thai army radio and television army radio and television channel 5 struck in the crucial channel 5 should change the attribute to integration competition situation because the Royal Thai army radio between 2 characters. First, the personality of gentlemen and television channel 5was bureaucratic brand image not military that had mild, cautious, informativeness and have any plan to development the brand image that seriously with lovely, humor, entertain, funny. All of the conforms to the customers need and want. That the major factors for storytelling and presentation to a new image. problem of the Royal Thai army radio and television Key informants want the Royal Thai army radio and channel 5. This study was used mixed method technique. television channel 5 to introduce the news with seriously First, the qualitative method by in-depth interview from 5 in knowledge but entertain in how to. That attribute group of key informants then contents analysis for and character look like Lt-Colonel Wanchana "Bird" concluded the major points. Second, when research got Sawasdi (Military and Actor) combines with Major the result from the qualitative method, the researcher used Sorawit “Kong” Suboon (Medical doctor and Actor). the result to questionnaire design and collected the data The result from quantitative research indicated that from 400 samples who are the channel 5 viewers then conform and support the qualitative research. In top five analysis by descriptive statistics and confirm the ranking (Table 3). qualitative result. The result indicated that the Royal Thai The first rank of the score from population or viewer army radio and television channel 5 should change indicated that they want the Royal Thai army radio and the attribute to integration between 2 characters. First, television channel 5 change the presentation method by the personality of gentlemen military that had mild, combine entertainment with the serious topics such as cautious, informativeness and seriously with lovely, news and social drama. The second rank made the humor, entertain, funny. The result from an in-depth television play to create share value with social and interview that conform and support by the result of community. Because, the viewers want to watch the quantitative research. The almost viewers want the Royal television play that supports social and community Thai army radio and television channel 5 change the morality.Third, to change the logo for modernity and presentation method by combine entertainment with the easily for recognition. Fourth, introduce the friendly serious topics such as news and social drama that the first character via television play and game show, because in ranking.

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