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.