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.
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.
I kind of agree. These awards often overlook smaller brands that are just as deserving.
Yeah, small brands rarely get the recognition they deserve despite often offering superior products.
Exactly my point. It’s all about who has the most marketing power and not who has the best quality.
But isn’t it the point of the awards to highlight the brands that are already powerful and influential? Smaller brands have other platforms.
I’m so happy Toyota Hilux Revo won for commercial vehicle! It’s truly the best on the market.
Toyota definitely has a reputation for reliability. Can’t argue with that.
But what about environmental impact? Shouldn’t we be considering that too?
This is a reflection of effective branding strategies. Kudos to the marketers!
True, but effective branding doesn’t always mean a superior product.
That’s fair, but in a market economy, perception is often as important as reality.
Wasn’t surprised to see Samsung and Acer in the tech category. They dominate the market.
Yeah, but when will we see more diversity in these categories?
Sadly, diversity might be sacrificed for performance and reliability.
Lay’s winning for snacks? No surprise there! But are they really the best snack out there?
Ha! Maybe not. I prefer local brands with more unique flavors.
Same here. Lay’s might have the popularity, but I think there are better options.
This recognition is based on a rigorous evaluation process. Kudos to the research team at Chulalongkorn!
As a marketing student, this research is gold. These insights could really help in understanding branding better.
Absolutely! This kind of comprehensive analysis is invaluable for future marketers.
I noticed a focus on big brands but what about sustainable initiatives? Are those considered in their evaluations?
Exactly! Sustainability should be a key factor in determining a brand’s strength. Consumers are increasingly valuing eco-friendly practices.
Couldn’t agree more. Hope to see more emphasis on this in future evaluations.
AIA and Viriyah Insurance! These companies have been around forever and it’s good to see them recognized.
Though their premiums are high, you can’t deny their reliability.
Netflix and Facebook winning their categories makes sense. What would we do without them?
Actually, I think we’d be better off without social media. It’s ruining real conversations!
That’s an interesting perspective. But they do provide a lot of convenience and entertainment.
Notice how there isn’t a single airline or travel-related service on this list? Times have changed so much.
I’m glad to see that there’s a recognition for various age groups in this study. Effective marketing needs to be inclusive.
Yes, brands that understand and cater to different demographics always do well.
Why isn’t organic and environmentally friendly products part of this? Those should be the future!
Lazada as the top online shopping platform? Hands down, no competition!
Lazada is great but I sometimes prefer Shopee for deals and customer service.
I’m curious to see how these brands will adapt in the future with changing consumer behavior.