Recent research conducted by YouGov and analyzed by Brandnow.asia highlights the top-performing brands in Thailand. The rankings are determined by key metrics such as Impression, Quality, Value, Satisfaction, Reputation, and Recommendation, providing a comprehensive view of brand performance.
In Thailand, YouTube leads with an impressive BrandIndex score of 64.6, demonstrating strong consumer engagement and digital dominance. Following closely, Shopee (57.0) and KFC (55.3) further establish the growing power of e-commerce and fast food industries in shaping consumer preferences. Other notable names in the top 10 include Facebook, Google, Line, TikTok, and Lazada, showcasing the digital-forward behavior of Thai consumers.
On a global scale, tech-driven brands continue to dominate, with Samsung (43.0), YouTube (41.6), and WhatsApp (41.6) securing top positions. Interestingly, YouTube, Google, and Nike appear in both the Thailand and global rankings, though their positioning differs. In the global top 10, the absence of homegrown Thai brands raises questions about their competitiveness and international reach.
An intriguing contrast is evident in Samsung’s performance, which ranks #1 globally but much lower in Thailand at #19. Moreover, Thailand’s top 10 is dominated by digital platforms and e-commerce giants while the global ranking is more diverse in industries featuring brand names like Nike, Colgate, Toyota, and Netflix. This divergence highlights the varying consumer preferences and brand perceptions in different markets.
Pacharee Pantoomano, the MD of Brandnow.asia said, “Thailand’s top 20 brand rankings highlight both the potential and challenges for local brands in strengthening their market presence. Among them, only two Thai brands, Kasikorn Bank (#11) and Mama (#13), have secured spots, demonstrating the ability of homegrown names to connect with consumers. Their success reflects the importance of innovation and consumer-focused strategies in building brand loyalty. However, the limited representation of Thai brands in the rankings underscores the need for more local companies to elevate their efforts and compete more effectively in the market”.
Brand Performance: Six Key Metrics
For Thai brands to strengthen their standing, both locally and globally, emphasis must be placed on six critical metrics:
- Impression: Investing in strategic digital marketing and brand storytelling to enhance visibility.
- Quality: Ensuring consistency in product and service excellence to build consumer trust.
- Value: Offering competitive pricing and unique value propositions to enhance market appeal.
- Satisfaction: Leveraging customer feedback to refine and personalize consumer experiences.
- Reputation: Engaging in corporate social responsibility and ethical business practices to reinforce positive brand perception.
- Recommendation: Encouraging brand advocacy through influencer partnerships and community-driven marketing efforts.
As Thai brands navigate a competitive global landscape, investing in digital marketing, maintaining product excellence, offering competitive pricing, and refining consumer experiences will drive visibility, trust, and market appeal. Engaging in ESG, CSR and leveraging influencer partnerships will further enhance reputation and advocacy for long-term success.
About Brandnow.asia
Brandnow.asia is an agency and consultancy serving startups, unicorns, disruptors, and blue-chip brands in Thailand and Regional. We are part of the PRN network with partners that span the globe. The focus is on strategy and brand communication with services ranging from public relations, marketing, internal communications, and direct marketing to event management. Some of our B2B clients are Grohe, Merck, Tealium, and Electrolux. Our B2C clients include Grab, Lalamove, Adidas, Ksher, and WeChat Pay.
