Toyota, KFC among Thailand's top 'power brands'


Toyota, Dutch Mill, KFC, Kasikornbank and Dtac are ranked as the country's most powerful brands this year among their sectors, according to a brand equity study by Millward Brown.

The company conducted its "BrandZ Thailand" research by interviewing 2,400 consumers aged 18-60 and asking them about their perceptions across key brands in six categories: financial, automotive, telecommunications, female beauty/skincare, health beverages, and food-service restaurants,

The study focused on five drivers of success for brands in Thailand, including brand preference, differentiation, awareness and innovation.

Usana Chantarklum, managing director of Millward Brown Firefly Thailand, said that in the automotive category, Toyota had a brand-power score of 24.2 per cent, higher than its closest competitor Honda (16.3 per cent).

This means Toyota was the most influential brand from the perspective of Thai consumers.

"One of the secrets behind Toyota's success is driven by the brand's mission to deliver beyond just a functional benefit. They offer a purpose of trust and reliability to customers, as well as a societal purpose through various activities, including holistic services and value-added products," she said.

In the health-beverage category, Thai company Dutch Mill was the leader with a brand-power score of 13.1 per cent.

The research company believes this result was driven by the brand's purpose to deliver nutritional, health values and emotional value, such as giving beauty benefits or launching new products created to give excellent flavour experiences to customers, said Usana.

In the banking sector, Kasikornbank was seen as a 'star' brand by Thai consumers, obtaining a brand-power score of 16.5 per cent, followed by Siam Commercial Bank (16.1 per cent) and Bangkok Bank (14 per cent).

"The success of Kasikornbank in this category is based on innovation as the main factor. This is illustrated with its comprehensive digital banking options as well as privileged and special services for customers in each segment, such as 'The Wisdom' and K Bank Private banking service," she added.

Meanwhile, in the food-service restaurant category, KFC came out the leader with a power-brand score of 28.4 per cent.

Total Access Communication which provides telecommunication service under Dtac was ranked No 1 in the telecoms sector, while Nivea came top in the female beauty/skincare products category.