Chulalongkorn University’s Master in Branding and Marketing (MBM) and the Stock Exchange of Thailand (SET) recently held, for the 11th 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.
Professor Dr Bundit Eua-aporn, Chulalongkorn University President, presided over the event on November 27, 2020.
Assistant Professor Dr. Guntalee Ruenrom and Assistant Professor 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.
Minor International Thailand Plc has been awarded the Thailand’s Top Corporate Brand for five consecutive years, and also made it to Thailand’s Top Corporate Brands Hall of Fame 2019.
The 15 companies that have been awarded Thailand’s best corporate brands are 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 a 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 being used by leading businesses as Key Performance Indicators (KPIs) to evaluate corporate success in organizational development.