Chula Awarded ASEAN’s and Thailand’s Top Corporate Brands 2020

Chula’s Master in Branding and Marketing (MBM) and the Stock Exchange of Thailand (SET) recently held, for the 11^th year, the “ASEAN and Thailand’s Top Corporate Brands 2020“ event as part of “Chula the Impact 2” project, to present research results and awards to organizations with the highest corporate brand value in Thailand and ASEAN.  Prof. Dr. Bundit Eua-aporn, Chulalongkorn University President, presided over the event on November 27, 2020.

Asst. Prof. Dr. Guntalee Ruenrom and Asst. Prof. Dr. Ake Pattaratanakun, creators of the Corporate Brand Success Valuation (CBS Valuation) tool from the Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University, stated that despite the unusual circumstances of the COVID-19 pandemic, the research team has continued to measure the corporate brand value of registered companies both in Thailand and in Southeast Asia.  This is all done to encourage top executives to focus on corporate brand building and development for long-term sustainability.  The CBS Valuation calculates a three-year average of the financial performance of corporations listed in the stock exchange, based on their publicly recorded annual reports.  To date, there are six stock exchanges in six countries, namely  Indonesia, Malaysia, the Philippines, Singapore, Vietnam, and Thailand.  The CBS Valuation formula systematically integrates marketing, financial, and accounting concepts, making it possible to calculate a corporate’s brand value into objective financial numbers.

In 2020, Minor International Thailand Plc., awarded Thailand’s Top Corporate Brand for five consecutive years, also made Thailand’s Top Corporate Brands Hall of Fame 2019.  The 15 companies awarded Thailand’s best corporate brands were Carabao Group, Kasikorn Bank, Krungthai Card, Dhipaya Insurance,  P.C.S. Machine Group Holding Plc., Indorama Ventures, Siam City Cement, Land and House, Energy Absolute Plc.,  Chularat Hospital Plc., VGI, The Erawan Group, Bangkok Expressway and Metro, KCG Electronics, and Intouch Holdings.

Six companies from six countries won the best corporate brands in ASEAN:  Bank Central Asia, Indonesia; Public Bank, Malaysia; SM Prime Holdings, the Philippines; Singtel, Singapore; Vietnam Dairy Products, Vietnam; and Airports of Thailand (AOT), Thailand.  

The CBS Valuation tool calculates “corporate brand value” in actual currencies, and enables corporations to build positive reputation and trust, as well as communicate with business stakeholders and the public.  Results from this award-winning brand valuation research (Outstanding Research Award in Economics from the National Research Council of Thailand in 2014) are used by leading businesses as a Key Performance Indicators (KPIs) to evaluate corporate success in organizational development.   

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