Scg Branding - Rationale for the Study

Chapter 1

Introduction

Rationale for the Study

The Siam Cement Public Company Limited was established in 1913 following a royal decree of His Majesty King Rama VI to produce cement, a main material for infrastructure projects that greatly contributed to the progress of the country during that period. The group has diversified into five core businesses which include SCG Chemicals, SCG Paper, SCG Cement, SCG Building Materials, and SCG Distribution.

With a heritage, long history of the company together with diverse business operations in variety of industries, The Siam Cement Public Company Limited or SCG under the leading of today’s President and CEO Mr. Kan Trakulhoon, who envision SCG as a conglomerate of business operations, working to serve as a leading company in ASEAN on the way toward establishing its competitiveness in the global market. SCG conducts its businesses in line with good corporate governance and the principles of sustainable development. The Group commits itself to its longstanding tradition of organizational and employee development, which helps drive innovation in products, services, work processes and business models, all of which creates higher value to all parties concerned. Beyond this, SCG pledges its commitment to contributing to sustainable progress of the communities where it operates.

Siam Cement Group is considered the leading corporation that has been strategically focused on branding as part of its business strategies. The vision of top level management to establish corporate communication office to manage and administering corporate brand of SCG, and brand management and communication office to manage master brand of its product and services such as TRA CHANG and COTTO brand, was a strategic move and become a role model of marketing-oriented organization in Thailand. With a tremendous investment of resources on building and shaping SCG brand with a heritage signature of an elephant logo to be well-grounded, updated and responsive to today’s business environment, the corporate was be able to maintain its brand reputation and maintain brand core value of “Innovation” into the employee competency which transform later into innovativeness of products, services, processes, and new business models to sustain the growth of organization and the communities.

The researcher realizes the successful and achievement of SCG brand and would like to use this passion to study and analysis the strategic formulation and execution of brand management strategies at SCG by applying to the academically well-known brand theory and conceptual frameworks from many intellectuals. The study and analysis will contribute and focus on brand building process of SCG, brand portfolio management and strategy of SCG, brand equity and integrated marketing communication strategy of SCG brand. The researcher