Chulalongkorn Business School presents The Most Powerful Brands of Thailand 2024 awards

The Department of Marketing at Chulalongkorn Business School hosted the "Most Powerful Brands of Thailand 2024" awards ceremony, recognizing excellence across 29 product categories. This event represents the most extensive brand survey in Thailand. Professor Dr. Wilert Puriwat, D.Phil. (Oxon.), Acting President of Chulalongkorn University, presided over the ceremony and presented the awards to brand executives at Chulalongkorn University's auditorium.

Asst. Prof. Dr. Ake Pattaratanakun, Head of the Department of Marketing, noted that the brand strength ranking is part of ongoing research conducted by the department every two years. This year marks the 7th edition. In addition to announcing the strongest brands in 29 product categories, the research team analyzed key factors contributing to brand strength, offering insights for developing branding strategies that align with market changes. Chulalongkorn Business School presents The Most Powerful Brands of Thailand 2024 awards

Assoc. Prof. Dr. Nuttapol Assarut, head of the research project, explained that the evaluation of brand strength covers four dimensions: Awareness, Preference, Usage, and Image. This comprehensive analysis measures brand success regarding Market Share, Mind Share, and Heart Share.

To ensure reliable and accurate results, the research team surveyed 24,000 participants, with 12,000 from Bangkok and 12,000 from 13 other provinces across the country. The sample comprised Thai consumers aged 18-69 with diverse gender and age backgrounds, all of whom are decision-makers in purchasing products or services, ensuring precise and accurate brand evaluations.

Assoc. Prof. M.L. Sawika Unahanandha, Deputy Director of the Master in Branding and Marketing (MBM) program and a member of the research team, added that strong and sustainable brands today are not only about building reputation or delivering value to consumers. They must also prioritize social and environmental responsibilities and focus on sustainable business practices.

M.L. Sawika also emphasized that developing knowledge to enhance brand capabilities to stay relevant and responsive to society is a core mission of the marketing department in creating innovations for sustainable business and society. In this research, the team also studied the values and buying decision processes of the sample group, categorizing Thai consumers into seven generations. These generations exhibit different behaviors and buying decisions compared to traditional generational classifications, reflecting the current context of Thai society. This analysis will be beneficial for marketers in developing strategies tailored to each age group within the Thai social context.

The Most Powerful Brands of Thailand 2024 in 29 product categories are as follows:

Personal Care & Household Products