Team members

Titsanamadee Katsomepong 5816440100

Ativich Chewachamroen 5816440423
Chayanont Komutanont 5816440761
Arada Tongtam Na Ayudhya 5816440795
Pakorn Vallikul 5816441215
Sutina Thongsawang 5816441249
Prapavee Phasee 5816441389

Project
Environmental Communication Project,
Man & Ecosystems, Design, Business & Tech.
Management (DBTM), 2017

Instructor
Massimo Ingegno
table content
introduction to Bang Krachao...1
step1 ( formulate project goal ) ..3
step 2 ( analyze current place brand )..5
step 3 ( design place brand essence )6
step 4 ( implement new place brand )..9
infographic...15
Resources...16
history Bang Krachao
Kung Bang Krachao is a place that located in Phra Pra Dang district, Samut Prakan.
Its good place to escape the crowds and noise. Bang KraChao is the name used for green lung of Bangkok.
And it located at the center of Thailand. Bang Krachao is the green space of Bangkok which is big source of ozone that is 4,800,000 square yards.
If you see Bang Krachao from bird eye views, you will see that it has a same shape like pigs stomach and Chao Pha Ya river has surrounded this area.
Because Bang Krachao is located surrounding by Chao Praya river and its not far from gulf of Thailand,
this make Bang Kracho has been inuenced by tide.
This situation called 3 waters ecosystem which has fresh water, salt water and brackish water combined together.
Those make Bang Krachao become big wetland that has abundant specie of tree and animal.
Bang Krachao is the place that has lot of opportunity to develop and start a business
such as industry and accommodation that can develop Thailands economic and create job for local people.
It has urban law for Bang krachao that every estate must not build any construct more than 25% of the estate so, there are space for green matter.

challenge of BKC
Bang Krachao with so much potential,
but there still are problems that havent been fixing
such as the following problems below

The litter garbage that keeps increasing every years,

which causes by irresponsible behavior and lack of awareness of tourists and local people.

Most of the younger generations in Bang Krachao feel like they are not the part of communities anymore
which cause them to leave their home and seek works in the city.

The safety problem such as street light and bicycle accidents.

The decline in BKC agriculture jobs, which causes by the lack of steadily income and a lot of local people
decided to sold their lands to entrepreneur

introduction to Bang Krachao 1

 swot Bang Krachao
Strength
1. Bang Krachao is the best urban oasis in Asia, according to Time Asia. It is the reason
why many tourists know about Bang Krachao and visit for nature and relaxation.
2. Bang Krachao is located relatively and closely to Bangkok and Suvarnabhumi airport
which let tourist access to this area easier than other tourist attraction.
3. Bang Krachao is the biggest biodiversity hotspots in urban areas and Bang Krachao
also has their own unique culture such as Coconut Perfume.
4. There are many ways to access Bang Kachao such as a ferry boat that are connected
to many pier and Phetchahung Roads that connected directly into Bang Krachao.
5. Bang Krachao provides a lot of traditional agriculture such as fruit tree (Mango).
Mango tree is one of the most popular fruit in Thai, especially in Bangkrachao.
Mango in BKC has strength that the area that the mango was planted provided good nature
which can increase high quality of fruit.
6. BKC plans to have some rehabilitation area and the nature recovery
Opportunity
1. Bang Krachao can be the space that can be an eco-learning center for the public
which provided more than 100 species of plants, 66 kinds of bird, 18 types of reptile,
and 12 kinds of amphibian.
2. high real estate investment in the surrounding area
3. There are many mass transit systems
4. The expansion of eco-tourism and agro-tourism of Bangkok people and tourists.
5. New broadcast Travel information of the area
through information technology and social media ubiquitous
Weakness
1. Most of the younger generation in Bang Krachao feel that they are not one part of
the community which cause them to leave their home and seek works in the city.
Because of the dierence of age
2. The lack of proper plan to control the number of tourists who came to Bang Krachao
because most of BKC public relation mainly focuses on bring as many tourists
as possible to the area, which caused the increasing in a number of waste and garbage
that pollute both water and forest ecosystem.
3. The increasing in the volumes of garbage in Bang Karachao
that cause by irresponsible behavior of tourists and some of the local people.
4. There are many resorts in Bang Krachao that try to avoid the law
by claiming to be a homestay which many built in the areas
that causes damage to the environments.
Threat
1. Rich People who lived in the city starting to see the business opportunities in Bang Krachao
because of the growing in popularity of BKC that causes people from dierence places to
visited the area, they try to bought as much lands as possible from the local people
and turn those lands into restaurant, coee shop and resort
which reduce the green spaces in BKC.
2. Change in the law that control houses construction, in the past the law prevents
the construction of houses that consume more than 5 percent of the available spaces,
but because of the change in 2013 that made this restriction gone which greatly
benets entrepreneur more than any locals people.
introduction to Bang Krachao 2
mission Vision
Turn Bang Kachao into sustainable destination and
Competitive advantages and self-concept the best place to experience the local culture of Bangkok.
Bang Krachao have many advantage in becoming popular And, the best place to create awareness in younger generation,
tourists destination such as the mass transit system and to make them see the human bad influence toward nature.
the news broadcast Travel information by the media
(Asia Time Magazine).
These asset is what made Bang Kachao popular than
anywhere else without any serious advertisement campaign.

Market focus
Our place branding is intended to focus on family and school teacher,
because Bang Kachao has a lot of opportunities to become the best holiday location
for the entire family such as local culture and product,
beautiful sceneries and a chance for adult in this context is parent to exercise.
For the school teacher, theyll have a chance to create awareness in their students and make them
know learn to how to manage the waste through various innovative educational.

Local benefits
The local people of Bang Kachao district have been facing the decline in their income especially
the group of local people who made their living though agriculture products.
The solution of this problem is to create otop stores that bought all of the local products
from each community and displaying them in one store in order to provide visitor
with an easier access of local products from all across BKC.

formulate project goal 3

Objective
Improve safety on the street by creating a bike lane and install more street light,
the bike lane will be paint with luminescent color in order to
make the biking zone more visible at night
which will reduce the chance for accidents to happen.

Improve the bike routes and separate the bike maps into difference types such as culture learning route,
nature learning route and agriculture learning route.
The bike maps are separate into difference types is because there are verities of reasons why people visited BKC,
some wants to experience nature some prefer to experience culture of BKC,
which is why difference maps to support difference preference is important.

Create an otop stores that provide all type of goods from difference community across Bang Kachao.
The stores will buy the products from many communities
across BKC and sold all those products to the tourists.

Create awareness workshop by engage children that come to BKC through school trip,
and let them participate in the creative thinking events in order to develop competence
in waste management, through various innovative educational
such as practical experience and brainstorming sessions.

formulate project goal 4

current place branding
Bang Krachao is often referred to as the citys Green Lung
that you can truly still surround yourself with trees and breathe in fresh air.
The visitors who came to visit Bang Krachao tend to be foreigners more than Thai people.
It likes a new hidden beauty spot in Bangkok for Thai people.
But some still dont know what is Bang Krachao or Bang Krachao has anything inside.

The government and the Tourism Authority of Thailand began to support by

developing space and traveling within the area for better.
Includes mapping and QR code for travellers.
And also doing a campaign to promote the place.
Like Pulse into the wheel about cycling in the lungs of Bangkok.
And has a guide lines for cycling.
Not only a campaign for promoting Bang Krachao.
But also have campaigns for saving Bang Kracho.

Bang Krachao is roughly divided into two zones.

Zone 1 is a designated rural and agricultural area.
Zone 2is a highly protected conservation area.
The new town plan could make Zone 1 into a housing estate.
Residents and environmental advocates fear developers
will abuse the plan and overuse the land.

To save the plot, a Save Bang Krachao campaign was recently held
by the Big Trees Project group to raise awareness of the disappearing lung,
attracting hundreds to the area. The plan aims to protect Bang Krachao,
which is located in Samut Prakan, against rapid urban development
by maintaining it as a space for fields, pastures and trees.

analyze current place brand 5

4
audience
Our place branding is intended to focus on family and school teacher,

Place Brand Essence

:to show the highlight of Bang Kachao such as
biodiversity, mango and bicycle.

Experience Concept : bike route

Bike routes and maps that provide visitor with difference kind
experience to choose from such as culture learning route,
nature learning route and agriculture learning route.

The advantages in creating these bike routes is

because people prefer to experience difference type of activities
some like nature and some enjoy the culture aspect of the place
that they visited.

design place brand essence 5

6
 Experience Concept :Otop store
Moreover, for people who dont want to ride a bicycle around BKC in order to experience everything,
there will be an otop store that provide visitor with goods from communities throughout BKC.
These are the products that will be display in the store
Herb Joss Stick
Producer: 22 village No.3, Sub-district Bang Nam Phueng, District Phrapradaeng
Herb related products
Producer: 88 village No.7, Sub-district Bang Yo, District Phrapradaeng
Fabric related products
Producer: 92 village No.7, Sub-district Bang Yo, District Phrapradaeng
Health related products
Producer: 31 village No.3, Sub-district Bang Nam Phueng, District Phrapradaeng
etc.

Experience Concept : awareness workshop

Another important activity is the Waste management workshop.
The purpose of the workshop is intended to create awareness in children and
help them develop competence in waste management,
through various innovative educational and outreach components like books,
educational kits, learning materials, brainstorming sessions and practical experience.
This event is intended to strengthened the knowledge on waste management
and the importance of 4Rs (Refuse Reuse Reduce Recycle)
among the children, making them aware of the need to take necessary actions
in order to conserve the environment.

design place brand essence 6

7
value match
exercise
According to the research about Thai people behavior, most people dont exercise.
The article state that the population who older than 11 year old out of 57.7 million
there are only 15.1 million who exercise regularly,
which mean that almost of population doesnt exercise.

Moreover, according to hospital statistic almost

76 percent of their patient doesnt exercise.
Therefore, it means that a person who doesnt exercise has a higher chance to get sick.
These problems are the reason why a lot of people flood into BCK in recent years.
And, the perfect opportunity for Bang Kachao to implement the bike routes project.

interview
According to our interview with the local people and the visitor,
the results have been concluded that most people in BKC believe
that litter behavior of people is most damaging that effect BKC as a whole.

The creative workshop about waste management

is the solution to these problems
because younger generation is easier to create awareness compare to adult.
And, a good behaviors can easily ingrain into children in the level
that adult cant compare with.
design place brand essence 7
8
6
 construction
OTOP in Bang Krachao should be continually opened.
According to the research, Thailands OTOP has failed and unpopular like OVOP or One Village One Product from Japan
because the packaging and the product design of OVOP can persuade consumers. It can also represent the identity of local community.
For the Thailands OTOP, it is not quite popular because there are too many products in the market
which are quite similar, and the product cannot represent its own identity of the local community.
Working on OTOP in Bang Krachao, Bang Krachao has the area and communities that are dierent from other areas.
It has their own identity and uniqueness. It does not only Thai people know Bang Krachao, but also foreigners.

There are many products from Bang Krachao.

Firstly, it is a mango. This mango is very popular in Bang Krachao,
but no one can buy it because it has bad marketing strategy which has only one company can buy mango product.

Secondly, it is a coconut-palm sugar.

In the past, there are many coconut farm in Bang Krachao and it has high quality of coconut.

Thirdly, it is an herbal soap.

It is the product from nature in Bang Krachao that transforms herb into the product which can be used in every day.

Another one is joss stick which is handmade product. Joss stick is not only popular in Thailand
but it also popular in other countries. Foreigners use joss stick in order to deodorant a bad smell.
OTOP is supported by Thai government in many way such as technology, market channel and capital.
To create OTOP in Bang Krachao and adapt the case study of OVOP from Japan, it will make the OTOP in
Bang Krachao successfully. OTOP can give the opportunity to make money and create job for local people.

implement new place brand 6

8
9
 construction
Phases of developing OTOP in Bang Krachao is divided into 3 stages.

Making people stage,

In initial stage, community
enterprise will publicize
the policy to local people
and ask them for cooperation.
Making identity stage,
this stage focus on making the people
this stage want to create identity
that have skill and high potential
for Bang Krachao
and also educate people
and let people know
in order to let them use all
more about Bang Krachao.
the knowledge with their product.

STEP1 STEP3
STEP2

Phases of OTOP project

1. Community enterprise will take role in selecting product from local community
that relate with their raw material and also not resemble with the products in the market.
2.Designing the product and its package of each community and
make it more interesting and dierent from other product that already exist in the market.
3.Ranking the product from each community and also estimate the capital for the product.
4.Creating market strategy that suit with economic in the present and also nd the market channel.

implement new place brand 6

190
 construction
For the district attorney,
it is the one who will take mostly a position to control and manage the construction of the OTOP,
and bike lane, also including traffic light.

SCG is also the co-partner that help together with district attorney to promote more safety in BKC
by increasing traffic light and creating the bike lane
to be clearer in order to reduce the number of causing accident.
purify the air pollution
SCG is also the sponsor that will use the material with eco-design for BKC. and transfer it into fresh air

For the TTT, they will create the bike map and added in the website to illustrate that tourist
who wanted to come to BKC can plan their destination before visited. preserve the energy
TTT also create and renovate the website for the user
by trying to let the website in the first link when people searching for BKC. district
To bring people back to nature, attorney create the bike map
TRUE can help the BKC to purify the air pollution and transfer it into fresh air. added plan for bike route
create and renovate the website
The project of TRUE cooperation is to improve the ventilation.
OTOP
The environmental and energy conservation needs to
bike lane
be developed and improved to be more secure.
traffic light.
Chevron has a project of forest bank project,
so they can help BKC to preserve the energy.
create the furniture to be
For the IKEA, the material of IKEA mostly can be recycled easily, with a recycle material.
so it is very useful for BKC to create the furniture help together with district attorney
to be with a recycle material. to promote more safety
It can make BKC be more reserve that every material they use, increasing traffic light
creating the bike lane
also be an eco-material which is not affected the nature. material with eco-design

implement new place brand 10

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6
Brand Touchpoint : our mascot
In order to attract children, the method is to create a cute logo in the shape of different
type of native birds that existed in Bang Krachao. The birds logo will be install into items
that school student frequently use such as pencil case. And, these items will be
promoting as a unique goodie that can only get at Bang Krachao.

Also, the bird logo will stimulate children curiosity to seek out real birds
in Bang Krachao that are models for all of those birds logo goodie,
which will increase children base knowledge difference types of birds in BKC.

Brand Touchpoint :
redesign website
implement new place brand 11
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6
Brand Touchpoint : our mascot

This poster will be install into a place where family usually like to gather such as shopping malls.
And, for the foreigner they'll see this BKC poster at popular transportation routes
such as airport,airport link, BTS and bus station.

Moreover, this poster represents BKC as a place where everybody in family

can chooses their own adventure that they prefer to experience,
and become healthy at the same time.
Also, there will be a QR code that link people who scan it directly to BKC website
that contain informations about BKC
such as where it located, ecosystem, community/culture and bicycle maps.

implement new place brand 6

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3
partnership

implement new place brand 13

14
6
 BANG KRACHAO
BANG KACHAO
helps people do more exercise
%
u p
50
b l e
45 u 43.5
40 Do 36.5
35 30.8 Also, Thai people are not frequently exercise
30 30.8 anymore especially adult over 25 years old,
25 21.9 23.9
19.4 which causes many following disease
20 such as high blood pressure, Osteoarthritis,
15 12.2
Today, the twice 10
heart disease and diabetes.
5
number of population in Thai 0 These dangerous diseases are the reasons
why many people choose to exercise at BKC.
receive obesity which means 2534 2540 2547 2552
that if the number of bmi is higher,
Average statistics
it may cause death in person
12.4
Osteoarthritis 9.3

on diseases by BMI
5.3

such as with hypertension. heart disease

2.2
1.7
0.9

35.5
Hypertension 24.1
14.4

12.2
Diabetes 8.7
4.1

0 5 10 15 20 25 30 35 40
In conclusion, from these information it show that
the increasing in the number of Bang Kachao visitor
is came from the facts in Bangkok there are only 33 Sq.m. per person
100 which lower than the recommend number of 9 Sq.m. per person,
these is one of the reasons why a lot of people came to BKC.
In Bangkok have green space
105 23
83
19
11 11 only 3 sqm/person
50 5 3 2
66
50 44

%
70
60.4 Moreover, BKC can provide experience like no others place in Bangkok,
60
60.1
55.9
it filled with beautiful sceneries and unique culture.
50
46.3

40.0
40
33.3
30
23.6 23.6 23.5
20 19.0 18.1 19.8

10

0
infographic 15
11-14 years 15-24 years 25-59 years up to 60
 Resources
Information of BKC
http:savebangkachao.org/

Map and government project and review

http://www.painaidii.com/diary/diary-detail/002688/lang/th/
http://www.10best.com/destinations/thailand/bangkok/articles/10best-itinerary-discover-bang-krachao-the-lungs-of-bangkok/
http://bk.asia-city.com/city-living/news/save-bang-krachao-green-spaces-bangkok

Partnership
True
http://www3.truecorp.co.th/investor/entry/1251
http://www3.truecorp.co.th/investor/entry/42

Ikea
http://www.ikea.com/ms/th_TH/this-is-ikea/people-and-planet/local-efforts/
http://www.ikea.com/ms/en_US/this-is-ikea/people-and-planet/energy-and-resources/

Chevron
http://www.chevronthailand.com/social/default.asp

SCG
http://www.scg.co.th/greenvaluechain/green-supply-chain/scg-cement/cement/cement-production/social-activities

Health
http://www.nchh.org/Portals/0/pdfs/healing-communities-and-the-environment.pdf
http://www.cmft.nhs.uk/new-hospitals-development/why-we-needed-new-hospitals

New logo and identity for the city of Mississauga ( Case study )
http://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_city_of_mississauga_done_in-house.php

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