Uncovering Brand Perception and Consumer Awareness For Clear2Dark

New brands face considerable challenges in capturing and maintaining customers, because of being unknown or unaware by the consumers. Hence, this research aim is to uncover how brand can be promoted through the understanding and analysis of a total 212 data from Thailand and South Korea. We aim to uncover consumer awareness, brand perception and brand logo. We find a significant difference in awareness lens between the two countries (Thai 84% - Korean 39%) and that 83% of the respondents’ purchase decision are heavily affected by the brand. A neutral or negative perceptions was reported on the attractiveness of the brand logo. Thus, we recommend that Clear2Dark to promote their products, as well as considering aligning their branding to attract more customers.

Members:

Khemachari Thangsupanich

Thitjpat Ekwaralortwang

Lattanphong Chounlamany

Go Hyun Su