Autonomous Management and Creation of School Branding of Thai Primary Schools
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Publication date: 2019-04-24
Eurasian J Anal Chem 2018;13(3):emEJAC181269
The study aimed to examine the need assessments of autonomous management and school branding of primary schools in Khon Kaen province, Thailand. This is followed by developing approaches to create school branding. Researchers employed a mixed mode method utilizing a combination of quantitative and qualitative methods to collect data. A total of 554 respondents were involved in a survey at the initial stage. Based on the need assessment results, researchers continued with a focus group discussion with the five specialists to develop approaches of creation school branding for primary schools in Thailand. Researchers used a stratified random sampling technique for the initial stage and purposive sampling technique for the final stage. Results revealed that academic management is the most crucial management category of autonomous management to create school branding according to respondents’ perceptions. In addition, need assessment result on creating brand image indicated that schools have to be well recognized by the communities in term of their academic excellence at an international level. Besides, any performances obtain international recognition will be the branding assets. On top of that, school graduates continue to further their education in famous institute is the most important factor to sustain the school brand’s reputation as the key brand awareness. Finally, qualitative results of this study have successfully developed approaches for the headmaster to create their school branding.