While the top brand in Thailand has remained in its position for the past five years, other brands have made interesting movements in this year’s Asia’s Top 1000 Brands report.
Samsung remained on top yet again this year, followed by Apple. Samsung continues aggressive marketing operations in the country and utilises everything from outdoor, digital, social media as well as influencers and top local celebrities to endorse it products. Apple on the other hand does minimal marketing in Thailand but its products such as the iPhone have gained popularity in the Android dominant market.
Nike, Adidas, and Panasonic all fell marginally.
A brand that has made a noteworthy leap up in the rankings is Mitsubishi, rising from 57 to 10. The brand has been more active on Thai social media and creative with communicating its various business verticals, even its B2B ones. For example, Mitsubishi Thailand’s Elevator Facebook page produced a video on Facebook that garnered over half a million views. The campaign cleverly used news about people falling into elevators in China as a peg for its content.
Nestle, a consistently strong brand in Thailand, fell in the brand rankings from third place to fifth place. Late in 2015 Nestle confirmed media reports that it had forced labour and human rights abuses in its product supply chain in Thailand. Numerous media reports over the abuses were confirmed by Nestle when it launched its own investigation. However, the bad media attention may have contributed to the decline in the brand’s ranking.
Similarly LG fell from seventh to 11. The brand has failed to keep up in the smartphone sector in Thailand, which has impacted LG Electronics overall in the country as Samsung and Apple prove to be more popular. According to reports, LG saw a $68.4 million decrease in mobile sales in the third quarter of 2015.
As the luxury and lifestyle sectors grow in Thailand, Chanel went from 9 in 2015 to 4 place in 2016. In Thailand, the brand strategically dropped the price of its product prices in early 2015. The more affordable product may have opened up the brand to the aspirational, middle-class demographic in Thailand, particularly in Bangkok.