https://so10.tci-thaijo.org/index.php/ssru <p>Welcome to the SSRU International Journal of Management Science (IJMS), an open-access journal that is peer-reviewed, published every 6 months, specifically in January-June and July-December, by the Research and Academic Services Department of the Faculty of Management Science, Suan Sunandha Rajabhat University. Its purpose is to disseminate new knowledge in management, business administration, and communication arts.</p> <p>The journal invites research and academic articles (originally in English) from students, teachers, academics, and interested individuals within and outside Suan Sunandha Rajabhat University. The articles must not have been published elsewhere before. The journal employs a double-blind peer review process, where the identities of authors and reviewers are not disclosed to each other throughout the process.</p> <p>Journal Abbreviation: IJMS </p> <p>Online ISSN: 3088-2397 (online) </p> <p>Language: English </p> <p>Publication Fee: Free</p> Faculty of Management Science, Suan Sunandha Rajabhat University en-US SSRU International Journal of Management Science (IJMS) 3088-2397 <p>ข้อมูลลิขสิทธิ์</p> https://so10.tci-thaijo.org/index.php/ssru/article/view/3258 <p>This research aimed to study 1) the current status and challenges in brand building for university cultural and creative products, using Sun Yat-sen University (SYSU) as a case study; 2) the key factors influencing brand awareness and user identification; and 3) to propose multidimensional optimization strategy. A mixed-methods approach was adopted, incorporating in-depth interviews and questionnaire surveys. The sample comprised students, staff, alumni, and external consumers. Data collection utilized a semi-structured interview guide and a brand equity questionnaire, with analysis conducted through descriptive statistics and content analysis.</p> <p>The research results were found as follows: 1) The SYSU brand suffers from ambiguous recognition, weak narrative integration, and a fragmented product line, resulting in low brand equity. 2) Key influencing factors identified include cultural narrative consistency, visual coherence, product quality, and community engagement. Survey data indicated moderate brand awareness but notably low emotional attachment among consumers. 3) In response, the study proposes an integrated strategic framework encompassing narrative-driven positioning, design innovation, multi-channel communication, and participatory community co-creation.</p> <p> The study concludes that moving beyond mere brand awareness to foster meaningful consumer experiences requires a systematic and emotionally resonant brand strategy, with an emphasis on narrative continuity and participatory engagement. This research contributes theoretical insights by bridging classical brand management theories with the niche context of university cultural products, highlighting the interplay between cultural authenticity and modern consumption trends. Moreover, it offers practical, actionable recommendations such as tiered pricing, digital integration, and community-driven design for enhancing brand competitiveness and fostering emotional loyalty. The proposed integrated framework provides a replicable reference for both Chinese and international higher education institutions seeking to transform cultural heritage into sustainable brand assets, ultimately supporting cultural continuity and institutional identity in a globalized educational landscape.</p> Ruihan Shi Copyright (c) 2026 SSRU International Journal of Management Science (IJMS) https://creativecommons.org/licenses/by-nc-nd/4.0 2026-02-13 2026-02-13 13 1 1 21