Abstract: This study investigates the impact of brand identity and packaging on repurchase intentions for community-produced biomass briquettes in Thailand, treating these elements as strategic financial assets. It tested three hypotheses concerning consumer income (H1), brand identity (H2), and packaging satisfaction (H3). This research examines the influence of brand identity and packaging on the repurchase intention for biomass briquettes, produced by a community in Thailand as strategic financial assets. It proposed three testing hypotheses concerning consumer income (H1), brand identity (H2), and packaging satisfaction (H3). Utilizing a mixed-methods approach involving 15 manufacturers and a survey of 400 customers, the research identifies branding as a crucial common factor influencing market value. A significant model was identified through multiple regression analysis (F = 29.926, p < 0.05). On the other hand, H2 and H3 got support, with packaging sustainability being the best predictor (β = 0.368; p <. 001) and brand self-image being the second best (β = 0.245, p <. 01).The model shows a gross profit margin of 54.3% and an estimated break-even point of 158 kg/month. These results indicate that there is empirical support for strategic branding 49.4% and eco-friendly packaging, resulting in important assets, as well as value-based pricing, which in turn contributes to the bottom line of registered enterprises, and increases competition in the community enterprises market.

Keywords: Strategic Brand, Sustainable Packaging, Financial Assets, Value-based Pricing, Biomass Briquettes, Brand Identity, Repurchase Intention, Community Enterprise, Circular Economy

Pages: 1151-1163