Chulalongkorn University Hosts the Awarding Ceremony for “The Most Powerful Brands of Thailand 2024” 

The Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University, organized the awarding ceremony recognizing “The Most Powerful Brands of Thailand 2024” on August 30, 2024, at the Chulalongkorn University Auditorium. Professor Dr. Wilert Puriwat, Acting President of Chulalongkorn University, presided over the ceremony and presented awards to brand executives across 29 product categories. This survey represents the largest brand study in Thailand, as reported by Asst. Prof. Dr. Ake Pattaratanakun, Head of the Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University. 

The event featured a panel discussion on the analysis of “The Most Powerful Brands of Thailand 2024” and “7 Generations of Thai Consumers” by Associate Professor Dr. Nuttapol Assarut, Head of the Research Project, as well as a discussion on “Decoding the Decision-Making of Thai Consumers: Unfolding 7 Generations of Thai Consumers” by Associate Professor Dr. Ake Pattaratanakun, Head of the Department of Marketing, and Associate Professor M.L. Sawika Unahanandh, Deputy Chair of the Master in Branding and Marketing (MBM) program. 

According to Associate Professor Dr. Ake Pattaratanakun, Head of the Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University, this brand strength ranking is part of a research project conducted by the Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University, on a biennial basis. This year marks the seventh presentation of the ranking. In addition to announcing the strongest brands across 29 product categories, the research team also analyzed key factors that contribute to brand strength, which can be utilized as knowledge for developing brand strategies that align with market changes. 

Associate Professor Dr. Nuttapol Assarut, Head of the Research Project, mentioned that the evaluation of brand strength encompasses four dimensions: Awareness, Preference, Usage, and Image. This comprehensive analysis assesses a brand’s success in terms of Market Share, Mind Share, and Heart Share. 

Associate Professor M.L. Sawika Unahanandh, Deputy Chair of the MBM program and a member of the research team, added that today, a strong and sustainable brand does not only signify creating a reputation or delivering value to consumers but also emphasizes the importance of social and environmental responsibility. Additionally, it focuses on conducting business sustainably. Developing knowledge to enhance a brand’s capability to stay modern and responsive to society is a core mission of the Department of Marketing, aiming to create innovations for sustainable business and society in this research. 

For this year, the most powerful brands, The Most Powerful Brands of Thailand 2024, span across 29 product categories, including: 

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 Ltd. (Thailand) 

Food & Snacks:

• Instant Noodle: Mama, Saha Pathanapibul Plc. 
• Canned Food: Sam Mae Krua, Royal Foods Co., Ltd. 
• Milk: Foremost, FrieslandCampina (Thailand) Plc. 
• Snacks: Lay’s, Pepsi-Cola (Thai) Trading Co., Ltd. 
• Seasoning: RosDee, Ajinomoto (Thailand) Co., Ltd. 

Beverages: 

• Energy Drink: M-150, Osotspa Plc. 
• 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 Plc. 
• Life Insurance: AIA, AIA Co., Ltd. 
• Car Insurance: Viriyah Insurance, Viriyah Insurance Co., Ltd. 
• Coffee Shop: Café Amazon, PTT Oil and Retail Business Plc. 
• Chain Restaurants: MK, MK Restaurant Group Plc. 
• Property (Resident): Pruksa, Pruksa Real Estate Plc. 

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