Title:
CONCEPTUAL FRAMEWORK FOR DEVELOPMENT BRAND VALUE IN CUSTOMIZATION PRODUCT ACCORDING TO CUSTOMER NEED

Authors:
Parkorn Chobhan, Napaporn Khantanapha, Rapeepun Piriyakul, Thailand

Abstract:

This article aims to synthesize the concept of brand value development in the field of customizing products according to customer's needs. Using theory synthesis and related research. It develops a conceptual framework consisting of various factors: managing cooperation with customers, customizing products and designing products to suit customers, leading to the development of brand value. Perceived quality brand group Brand image and brand loyalty Developing brand value to succeed Business organizations must take into account three main factors: managing cooperation with customers, customizing products, and designing products to suit customers.