Brand Communication and Identity Construction as Strategic Differentiation in Fusion Restaurants: Evidence from Thailand’s Southern Border Provinces

Abstract

Fusion restaurants in Thailand’s southern border provinces operate within a multicultural context in which sociocultural sensitivity and localized identity play crucial roles in shaping brand communication. Despite the growing popularity of fusion gastronomy, limited empirical research has examined how brand communication contributes to identity construction and strategic differentiation within this culturally diverse regional setting. This study explores how fusion restaurants communicate their brands in multicultural environments, with particular attention to the roles of cultural identity, product and service quality, and personal preferences in shaping brand narratives and strategic positioning. A qualitative research approach was employed, using in-depth interviews with fusion restaurant entrepreneurs and staff across the three southern border provinces of Pattani, Yala, and Narathiwat. The data were analysed using thematic analysis to identify dominant communication themes and cross-provincial variations. The findings reveal notable differences in brand communication across the provinces. Fusion restaurants in Pattani and Yala emphasize cultural identity as a central element of brand positioning, whereas those in Narathiwat place greater emphasis on product and service quality, along with narratives shaped by personal preferences. These variations demonstrate how localized sociocultural and market dynamics influence brand identity construction and contribute to strategic differentiation, rather than resulting in a standardized regional communication pattern. The findings provide valuable managerial insights for brand managers and foodservice entrepreneurs operating in multicultural markets, highlighting the importance of aligning brand communication strategies with local cultural identities and consumer expectations to enhance authenticity, differentiation, and competitive positioning. Keywords: Brand communication, brand identity construction, strategic differentiation, fusion restaurants, Thailand’s southern border provinces.