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Chulalongkorn University Honors Top Brands: The Most Powerful Brands of Thailand 2024 Unveiled

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The Department of Marketing at the prestigious Chulalongkorn Business School recently rolled out the red carpet for the “Most Powerful Brands of Thailand 2024” awards ceremony. This glittering event, celebrating excellence across 29 product categories, stands as the most comprehensive brand survey in Thailand. At the helm of the proceedings was Professor Dr. Wilert Puriwat, D.Phil. (Oxon.), the Acting President of Chulalongkorn University, who had the honor of presenting the awards to eager brand executives in the university’s grand auditorium.

Asst. Prof. Dr. Ake Pattaratanakun, the commanding head of the Department of Marketing, highlighted that this brand ranking is part of an expansive research initiative by the department, conducted every two years. This year marks the 7th edition of this landmark survey. Alongside the reveal of the top brands across 29 product categories, the research team delved into crucial factors that drive brand strength, offering a treasure trove of insights for crafting branding strategies that stay attuned to the dynamic market landscape.

Assoc. Prof. Dr. Nuttapol Assarut, the brain behind the research, shed light on the meticulous evaluation process. The brand strength was assessed through four pivotal dimensions: Awareness, Preference, Usage, and Image. This deep-dive analysis eloquently measures brand success by examining Market Share, Mind Share, and Heart Share.

To ensure the authenticity and accuracy of the results, the research team engaged an impressive 24,000 participants—divided equally between Bangkok and 13 major provinces across Thailand. This diverse sample of Thai consumers, aged between 18-69 and varied in gender, all play significant roles in purchasing decisions, ensuring precise evaluations of the brands in question.

Assoc. Prof. M.L. Sawika Unahanandha, the Deputy Director of the Master in Branding and Marketing (MBM) program and a vital member of the research team, emphasized the evolving essence of brands. Today, building a strong and enduring brand goes beyond reputation and consumer value. It requires a steadfast commitment to social and environmental responsibilities, spotlighting sustainable business practices.

M.L. Sawika passionately affirmed that enhancing brand capabilities to remain relevant and responsive to societal needs is core to the marketing department’s mission of creating innovations for sustainable business and society. The research also delved into the values and purchasing behaviors of the respondents, categorizing Thai consumers into seven unique generations. This insightful analysis of current consumer behavior will prove invaluable for marketers devising strategies tailored to the modern Thai context.

And now, allow us to unveil the illustrious winners of The Most Powerful Brands of Thailand 2024 across the 29 celebrated product categories:

Personal Care & Household Products

  • Body Wash: Lux – Unilever Thai Trading Co., Ltd.
  • Hair Care: Sunsilk – Unilever Thai Trading Co., Ltd.
  • Fabric Wash: Breeze – Unilever Thai Trading Co., Ltd.
  • Oral Care: Colgate – Colgate-Palmolive (Thailand) Co., Ltd.
  • Facial & Skin Care: Nivea – Beiersdorf (Thailand) Co., Ltd.

Automotive

  • Commercial Vehicle: Toyota Hilux Revo – Toyota Motor Thailand Co., Ltd.
  • Passenger Car: Toyota Yaris – Toyota Motor Thailand Co., Ltd.
  • Motorcycle: Honda – Thai Honda Co., Ltd.

Technology Products & Services

  • Laptop/Notebook: Acer – Acer Computer Co., Ltd.
  • Mobile Phone: Samsung – Thai Samsung Electronics Co., Ltd.
  • Food Delivery Platform: GrabFood – Grab Thailand Co., Ltd.
  • Social Network: Facebook – Meta
  • TV Streaming: Netflix – Netflix (Thailand) Co., Ltd.
  • Online Shopping: Lazada – Lazada (Thailand) Co., Ltd.

Food & Snacks

  • Instant Noodle: Mama – Saha Pathanapibul PCL.
  • Canned Food: Three Lady Cooks – Royal Foods Co., Ltd.
  • Milk: Foremost – FrieslandCampina (Thailand) PCL.
  • Snacks: Lay’s – Pepsi-Cola (Thai) Trading Co., Ltd.
  • Seasoning: RosDee – Ajinomoto (Thailand) Co., Ltd.

Beverages

  • Energy Drink: M-150 – Osotspa PCL.
  • Coffee: Nescafé – Nestlé (Thailand) Co., Ltd.
  • Juice: Unif – Uni-President (Thailand) Co., Ltd.
  • Functional Drink: C-Vitt – House Osotspa Foods Co., Ltd.

Restaurant, Financial Services & Property

  • Bank: Siam Commercial Bank – Siam Commercial Bank PCL.
  • Life Insurance: AIA – AIA Co., Ltd.
  • Car Insurance: Viriyah Insurance – Viriyah Insurance PCL.
  • Coffee Shop: Café Amazon – PTT Oil and Retail Business PCL.
  • Chain Restaurants: MK – MK Restaurant Group PCL.
  • Property (Residential): Pruksa – Pruksa Real Estate PCL.

35 Comments

  1. Alex T. September 2, 2024

    Wow, congrats to all the winners! But I feel like these awards are just another way for big companies to pat themselves on the back.

    • Patricia W. September 2, 2024

      I kind of agree. These awards often overlook smaller brands that are just as deserving.

      • Raj P. September 2, 2024

        Yeah, small brands rarely get the recognition they deserve despite often offering superior products.

      • Alex T. September 2, 2024

        Exactly my point. It’s all about who has the most marketing power and not who has the best quality.

    • Jenna L. September 2, 2024

      But isn’t it the point of the awards to highlight the brands that are already powerful and influential? Smaller brands have other platforms.

  2. SUVLover123 September 2, 2024

    I’m so happy Toyota Hilux Revo won for commercial vehicle! It’s truly the best on the market.

    • Jameson R. September 2, 2024

      Toyota definitely has a reputation for reliability. Can’t argue with that.

    • EcoWarrior September 2, 2024

      But what about environmental impact? Shouldn’t we be considering that too?

  3. Michael Davis September 2, 2024

    This is a reflection of effective branding strategies. Kudos to the marketers!

    • Sophia K. September 2, 2024

      True, but effective branding doesn’t always mean a superior product.

    • Michael Davis September 2, 2024

      That’s fair, but in a market economy, perception is often as important as reality.

  4. TechGuru29 September 2, 2024

    Wasn’t surprised to see Samsung and Acer in the tech category. They dominate the market.

    • Louise M. September 2, 2024

      Yeah, but when will we see more diversity in these categories?

    • TechGuru29 September 2, 2024

      Sadly, diversity might be sacrificed for performance and reliability.

  5. BigEater September 2, 2024

    Lay’s winning for snacks? No surprise there! But are they really the best snack out there?

    • FoodieLaura September 2, 2024

      Ha! Maybe not. I prefer local brands with more unique flavors.

    • BigEater September 2, 2024

      Same here. Lay’s might have the popularity, but I think there are better options.

  6. Academic_Advisor September 2, 2024

    This recognition is based on a rigorous evaluation process. Kudos to the research team at Chulalongkorn!

  7. JustAStudent September 2, 2024

    As a marketing student, this research is gold. These insights could really help in understanding branding better.

    • Prof. K September 2, 2024

      Absolutely! This kind of comprehensive analysis is invaluable for future marketers.

  8. EcoWarrior September 2, 2024

    I noticed a focus on big brands but what about sustainable initiatives? Are those considered in their evaluations?

    • GreenThumb September 2, 2024

      Exactly! Sustainability should be a key factor in determining a brand’s strength. Consumers are increasingly valuing eco-friendly practices.

    • EcoWarrior September 2, 2024

      Couldn’t agree more. Hope to see more emphasis on this in future evaluations.

  9. SarahWilson September 2, 2024

    AIA and Viriyah Insurance! These companies have been around forever and it’s good to see them recognized.

    • Max927 September 2, 2024

      Though their premiums are high, you can’t deny their reliability.

  10. Mimi September 2, 2024

    Netflix and Facebook winning their categories makes sense. What would we do without them?

    • OldSchoolTV September 2, 2024

      Actually, I think we’d be better off without social media. It’s ruining real conversations!

    • Mimi September 2, 2024

      That’s an interesting perspective. But they do provide a lot of convenience and entertainment.

  11. TravelBug September 2, 2024

    Notice how there isn’t a single airline or travel-related service on this list? Times have changed so much.

  12. GreenThumb September 2, 2024

    I’m glad to see that there’s a recognition for various age groups in this study. Effective marketing needs to be inclusive.

    • J. K. September 2, 2024

      Yes, brands that understand and cater to different demographics always do well.

  13. Grower134 September 2, 2024

    Why isn’t organic and environmentally friendly products part of this? Those should be the future!

  14. HappyShopper September 2, 2024

    Lazada as the top online shopping platform? Hands down, no competition!

    • EricZ September 2, 2024

      Lazada is great but I sometimes prefer Shopee for deals and customer service.

  15. John P. September 2, 2024

    I’m curious to see how these brands will adapt in the future with changing consumer behavior.

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