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研究生： 黄淑英
Nuangjamnong, Pimnara
論文名稱： 以社會賦權為導向的再品牌化：泰國傳統品牌 MAEPRANOM 案例研究
Rebranding for Social Empowerment: A Case Study of Thai Heritage Brand, MAEPRANOM
指導教授： 仲曉玲
Chung, Hsiao-Ling
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2026
畢業學年度： 114
語文別： 英文
論文頁數： 177
中文關鍵詞： 傳統品牌 、再品牌化 、社會賦權 、品牌個性 、消費者感知
外文關鍵詞： Heritage brand, Rebranding, Social empowerment, Brand personality, Customer perception
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    • 傳統品牌如何在當代社會中維持相關性，同時不失去其歷史身份？隨著消費者期待、數位溝通環境與目的導向品牌趨勢的改變，此議題變得更加重要。在泰國，這些變化也體現在女性角色、消費者生活型態與社群媒體品牌溝通的轉變之中。MAEPRANOM 作為擁有超過六十年歷史的泰國傳統食品品牌，其 2020 年再品牌化導入了更現代、自信且以女性為導向的溝通風格，進而提出傳統品牌如何在維持品牌傳承身份的同時融入社會賦權的問題。

    本研究探討 MAEPRANOM 如何將社會賦權，特別是性別賦權，融入其再品牌化溝通之中，以及消費者如何感知此一轉變。本研究採用混合方法個案研究設計，包括次級資料分析、2020 年至 2026 年官方 Facebook 內容的主題式內容分析、線上問卷調查，以及半結構式訪談，以檢視品牌傳承身份、社會賦權與品牌個性如何被嵌入品牌訊息並被消費者詮釋。

    研究結果顯示，MAEPRANOM 採取漸進式再品牌化策略，在保留品牌傳承身份的同時，透過更具表達性且以品牌個性為主導的聲音更新其溝通方式。品牌個性成為傳達賦權與品牌傳承的主要媒介，而社會賦權則透過幽默、文字遊戲、母親式建議，以及女性自信、能力與多元角色的敘事呈現。雖然消費者仍高度認同 MAEPRANOM 在歷史、品質與泰國真實性方面的品牌傳承，但其對賦權導向再品牌化的感知仍屬中等程度。整體而言，本研究認為，當賦權導向再品牌化透過真誠且具活力的品牌個性進行溝通，並植基於品牌歷史身份時，能夠強化傳統品牌在當代市場中的相關性。

    How can a heritage brand remain relevant in contemporary society without losing the historical identity that makes it meaningful? This issue has become increasingly important as long-established brands face changing consumer expectations, digital communication environments, and growing interest in purpose-driven branding. In Thailand, these changes are also visible in the transformation of women’s roles, consumer lifestyles, and social media-based brand communication. MAEPRANOM, a Thai heritage food brand with more than six decades of history, offers a significant case for examining this issue. Its 2020 rebranding introduced a more modern, confident, and women-oriented communication style, raising the question of how a heritage brand can integrate social empowerment while maintaining its heritage identity.

    This study examined how MAEPRANOM integrated social empowerment, particularly gender empowerment, into its rebranding communication and how customers perceived this transformation. A mixed-methods case study design was employed. First, secondary data analysis was conducted to contextualise MAEPRANOM’s rebranding. Second, thematic content analysis was conducted on MAEPRANOM’s official Facebook communication from 2020 to 2026 to examine how heritage identity, social empowerment, and brand personality were embedded in the brand’s messages. Third, an online questionnaire with customers was used to assess consumer perceptions of MAEPRANOM’s rebranding. Finally, semi-structured interviews were conducted to provide deeper insight into how customers interpreted the rebranding.

    The findings revealed that MAEPRANOM’s rebranding followed an evolutionary approach by preserving its heritage identity while refreshing its communication through a more expressive, personality-led voice. Brand personality served as the main vehicle for communicating both empowerment and heritage, while social empowerment appeared through humour, wordplay, maternal advice, and narratives of women’s confidence, capability, and role diversity. Although consumers strongly recognised MAEPRANOM’s heritage in terms of history, quality, and Thai authenticity, their perception of empowerment-driven rebranding remained moderate. Overall, the study concluded that empowerment-based rebranding can enhance the relevance of a heritage brand when it is communicated through a sincere and exciting brand personality and remains rooted in historical identity.

    Abstract i 摘要 iii Acknowledgements iv TABLE OF CONTENTS v LIST OF TABLES viii LIST OF FIGURES ix CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.1.1 Contemporary Trends in Rebranding: Social Change 1 1.1.2 Rebranding for Social Empowerment: Thai Context 3 1.1.3 Background of the selected case: MAEPRANOM 5 1.2 Research Problem 8 1.3 Research Motivation 8 1.4 Key terminology 9 1.4.1 Heritage Brand 9 1.4.2 Rebranding strategy 9 1.4.3 Social Empowerment 9 1.4.4 Customer perception 9 1.5 Research objectives and research questions 10 1.6 Research conceptual framework 11 CHAPTER 2 Literature Review 12 2.1 Heritage Brand and Rebranding: Theory and Frameworks 12 2.1.1 Challenges in Modernizing Heritage Brands 12 2.1.2 Rebranding Theories for Heritage Brands 17 2.2 Power of Social Empowerment in Rebranding: Strategy and Implications 21 2.2.1 Social Empowerment as a Rebranding Strategy: Theory and Global Cases 21 2.2.2 Strategic Integration of Social Empowerment into Heritage Brands’ Rebranding 27 2.3 Brand Personality and Customer Perception 29 2.3.1 Social Empowerment and Brand Personality Signals 29 2.3.2 The Influence of Brand Personality on Consumers’ Perception and Response 31 2.4 Brand Communication: From Sender to Receiver 32 2.5 An Integrated View of Heritage, Empowerment, and Brand Personality 34 2.6 Case Study: MAEPRANOM Thai Chili Paste 35 2.6.1 Social and Cultural Shifts in Thailand: Tradition Challenged by Empowerment Movements 35 2.6.2 MAEPRANOM’s Rebranding Strategy: Heritage Brand Meets Empowerment Message 35 CHAPTER 3 Research Design and Method 38 3.1 Research Framework and Flow 38 3.2 Case Selection Criteria 41 3.3 Research Method 41 3.3.1 Case Study Approach 42 3.3.2 Mixed-Methods Approach 42 3.4 Data Collection 45 CHAPTER 4 Data Analysis and Findings 49 4.1 Secondary Data Analysis: Contextualising MAEPRANOM's 2020 Rebranding 49 4.1.1 Market Context: Competitive Pressure as a Rebranding Trigger 49 4.1.2 Digital Landscape: Facebook as the Primary Rebranding Platform 50 4.1.3 Sociocultural Shifts: The Rise of Women's Empowerment in Thailand 52 4.1.4 Brand's Strategic Response: Intentions Behind the Rebranding 56 4.2 Content Analysis: How MAEPRANOM Embeds Empowerment in Brand Communication 64 4.2.1 Overview of the Dataset and Coding Framework 65 4.2.2 Overview of Coded Themes 67 4.2.3 Brand Personality as the Dominant Communication Vehicle 68 4.2.4 Social Empowerment Signals in Brand Communication 74 4.2.5 Heritage Signals in Brand Communication 80 4.2.6 Temporal Pattern of MAEPRANOM's Rebranding Communication 86 4.3 Questionnaire Findings: Consumer Perceptions of MAEPRANOM's Rebranding 91 4.3.1 Socio-demographic Profile 91 4.3.2 Consumer Behaviour and Digital Media Use 94 4.3.3 Heritage Brand Perception 100 4.3.4 Social Empowerment Perception 103 4.3.5 Brand Personality After Rebranding 106 4.3.6 Customer Segment Analysis 110 4.4 Data Analysis on Interviews: Consumer Insights 113 4.4.1 Interview Coding Framework 113 4.4.2 Comparing the Two Personas 118 4.4.3 Comparative Findings Across the Three Themes 121 4.4.4 Synthesis: Consumer Perceptions of Empowerment Integration 131 CHAPTER 5 Discussion and Conclusion 133 5.1 Rebranding Strategies for Heritage Brands 133 5.1.1 Evolutionary Rebranding as the Dominant Approach 133 5.1.2 Heritage Identity as a Foundation 135 5.2 Integrating Social Empowerment and Consumer Perceptions 136 5.2.1 How MAEPRANOM Integrates Empowerment into Communication 137 5.2.2 Consumer Perceptions of Empowerment-Driven Rebranding 139 5.2.3 Segment-Specific Perceptions: The Young Actives vs. Modern Housewives 142 5.3 Proposed Future Communication Guideline 144 5.3.1 Continuing Empowerment through a Warmer Maternal Voice 145 5.3.2 Increasing Engagement through Short-Form Recipe-Based Video Content 146 5.3.3 Expanding Reach through Collaboration and Sponsored Culinary Content 147 5.3.4 Maintaining Recognition and Trust across All Touchpoints 148 5.4 Limitations of the Study 149 5.5 Directions for Future Research 150 5.6 Conclusion 151 5.7 Researcher's Reflection 153 References 154 Appendix 159

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