Telecoms brand True Dtac (brand value USD2.3 billion) makes a powerful new entry into Brand Finance’s ranking of the 50 most valuable Thai brands this year, claiming the title of the 4th most valuable brands ranked – according to a Brand Finance, the world’s leading brand valuation consultancy.
Among telecoms brands in our rankings, True Dtac is now the 2nd most valuable telecoms brand from Thailand, ahead of JAS (brand value down 4% to USD230 million) and just behind AIS (brand value up 4% to USD3 billion). Together, these three most valuable Thai telecoms brands have a combined brand value of approximately USD5.6 billion and are the third largest contributor to the total brand value of our rankings, ahead of Thailand’s most valuable retail and engineering brands.
Oil and gas brand, PTT retains its status as Thailand’s most valuable brand ranked this year. While its brand strength rating slightly decreased from AAA in 2023 to AAA-, it also experienced a remarkable 25% increase in brand value, reaching USD8.3 billion.
For the second year running, Centara Hotels & Resorts (brand value up 0.4% to USD234 million), renowned for its luxury accommodations, has maintained its position as Thailand's strongest brands ranked, moving from 32nd to the 30th spot. It is followed closely by AIS, accompanied by an impressive rise in rank from 6th to 2nd and thereafter, PTT secures the 3rd position as the strongest brands ranked.
Out of the most valuable Thai brands listed this year, banking brand Srisawad emerged with the largest recorded brand value growth of 66% to USD226 million. In 2nd place is Carabao (brand value up 63% to USD756 million), and TISCO (brand value up 36% to USD185 million) comes up 3rd. Srisawad surged up 10 spots to become the 32nd most valuable brand in our rankings followed by Carabao rising by three spots to place 17th, while TISCO climbed up one spot to become the 42nd most valuable brands ranked.
Alex Haigh, Managing Director – Asia Pacific of Brand Finance, commented:
“As Thailand endeavours to drive transformative growth and spearhead innovation in the ICT industry, the telecoms sector pushing for broader adoption of the 5G technology holds promise as a key catalyst.
“This year, True Dtac, a telecoms brand valued at USD2.3 billion, has become a notable new entry to Brand Finance's list of the 50 most valuable brands in Thailand, claiming the 4th position amongst brands ranked. The combined strengths of True & Dtac following the largest telco merger in Southeast Asia by combined enterprise value, is well poised to help drive forward digitalisation in Thailand and serve Thai consumers’ need for more mobile data.”
The 2024 Sustainability Perceptions Index finds that among Thai brands, PTT has the highest Sustainability Perceptions Value of USD748 million. Meanwhile, Krungsi has the highest positive gap value of USD23 million among brands in the rankings. A positive gap value means that brand sustainability performance is stronger than perceived: brands can add value through enhanced communication about their sustainability efforts, so that perceptions are raised to fully account for the brand’s actual sustainability performance. Krungsi’s gap value suggests that it could generate an additional USD23 million in potential value through enhanced communication of its impact and accomplishments in sustainability
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. The full ranking, additional insights, charts, more information about the methodology and definitions of key terms are available in the Brand Finance Thailand 50 2024 report.
Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.