Bangkok--3 Oct--Maxima Consultants
Chulalongkorn Business School announced 'The Most Powerful Brands of Thailand 2018', the fourth edition of award recognition to the outstanding and reputable brands in Thailand. This year, the list featured four new entrants, including Vaseline in skin care products, Roza in canned food category, Kasikorn Bank in financial services and Dell in laptop and notebook products and services. The result also showed 14 brands earning the most-loved brand by every consumer group nationwide. The presentation was held at Mahitaladhibesra building, Chulalongkorn University.
Assoc. Prof. M.L.Sawika Unahanandh, Director of Master Program in Branding and Marketing, Chulalongkorn Business School, Chulalongkorn University said 'the Most Powerful Brands of Thailand 2018 is a researching program focusing on brand strength and power. Now in its 4th time, the Most Powerful Brands in Thailand's survey were conducted among 12,400 consumers aged 18 to 59 over 6-month period, with 50% respondents in Bangkok and the other 13 big cities including Chiang Rai, Chiang Mai, Nakorn Sawan, Udon Thani, Khon Kaen, Ubon Ratchathani, Nakorn Ratchasima, Ratchaburi, Phetchaburi, Rayong, Surat Thani, Nakhon Si Thammarat and Songkhla.
The Most Powerful Brands of Thailand 2018 result analyzed how brands become popular in a changing world. The ranking is based on 4 key criteria: Awareness - the customer's top of mind; Preference- the strength of a brand in the hearts and minds of customers or the brand that a customer chooses for a particular product category; Usage – the consistency of brand usage andImage - the beliefs and views of the brand in the consumer's mindset. The research result is expected to be guidelines on marketing strategy or development strategy to make successful brand.
Based on the research findings of The Most Powerful Brand of Thailand 2018, the consumer insight about a specific brand has been shown. For example, the restaurant chain MK demonstrated strong growth this year and has been the most popular restaurant brand by every consumer group in Bangkok while KFC showed outstanding performance in the provinces.
Samsung, a South-Korean mobile phone has been named #1 on technology products and services while the iphone has been popular among Bangkok teens only.
The research also found that Nescafe has been named #1 on the ready-to-drink coffee brand. It is highly to see significant growth among female nationwide while male of all ages still showed their preference on Birdy ready-to-drink coffee.
As a result, the four new entrants have been ranked #1 on the powerful brand list including Vaseline in the skin care product line, while the last time champion Nivea, this year won only facial care product. The research also found that the large number of consumers have chosen Roza for their consumption. For financial sevices this year was awarded to Kasikorn Bank The new comerDell earned top-in-class in laptop and notebook products and services, together with Acer that secured its top award for 4 consecutive times.
The research also showed 14-brand gaining their popularity among consumer of all ages nationwide which are Wall ice cream, Laysnack, Nescafe instant coffee, Brands supplementary food, AIA life insurance, AIS mobile operator, PTT gas station, Toyotapassenger car, Honda motorcycle, Oishi ready to drink, Coca Cola carbonated soft drink, Mama instant noodle, Colgate oral care and Breeze fabric wash.
In short, the key factors to make a brand unique, strong identity and powerful are Customer Orientation, Corporate Competency and Creating Shared Value."
The Most Powerful Brands of Thailand 2018 is not just a recognition reward, but this research will lead to a comprehensive brand management mechanism and help to identify the respective competitiveness to be the successful brand.