Thais Prefer Local Brands Amid Growing National Pride
The majority of Thais are willing to pay more to support local brands, with over 90% expressing pride in seeing Thai brands internationally, according to VML Thailand. The survey, 'Super Brands in APAC', highlights that while global brands dominate, local brands like True Money are also highly regarded. There is a growing opportunity for Thai brands to harness national pride to compete with global brands, according to VML Thailand's Ekaluck Charanvas.
A survey conducted by VML Thailand reveals that over 90% of Thais take pride in seeing local brands succeed internationally, and are willing to pay more for them.
The 2024 VML survey 'Super Brands in APAC' covered eight countries, including China, India, Japan, South Korea, Australia, Singapore, Vietnam, and Thailand.
According to Ekaluck Charanvas, analytics strategy director at VML Thailand, the top brands in Thailand include global names like Google and YouTube, but local brands such as True Money also make the list.
While the proportion of local super-brands in Thailand is smaller compared to countries like China, Japan, and South Korea, Ekaluck believes there is an opportunity for Thai brands to leverage national sentiment and close the gap with global brands.
He suggests that local brands can strengthen their market position through national pride, while global brands can benefit by partnering with local brands and understanding cultural nuances.
The 2024 VML survey 'Super Brands in APAC' covered eight countries, including China, India, Japan, South Korea, Australia, Singapore, Vietnam, and Thailand.
According to Ekaluck Charanvas, analytics strategy director at VML Thailand, the top brands in Thailand include global names like Google and YouTube, but local brands such as True Money also make the list.
While the proportion of local super-brands in Thailand is smaller compared to countries like China, Japan, and South Korea, Ekaluck believes there is an opportunity for Thai brands to leverage national sentiment and close the gap with global brands.
He suggests that local brands can strengthen their market position through national pride, while global brands can benefit by partnering with local brands and understanding cultural nuances.
