Autonomous Management and Creation of School Branding of Thai Primary Schools

Abstract

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