Branding Strategy in Thailand

Thailand is experiencing a rapid evolution in branding practices as shifting consumer behaviour, digitalisation, and intensified competition increase the strategic importance of intellectual property, particularly trademarks and geographical indications (GIs). Branding has emerged as a key tool to differentiate products and services, protect value creation, and support investment, innovation, and the revitalisation of local industries, while also addressing the growing challenge of infringement and counterfeit goods. The country’s trademark and GI frameworks—aligned with international IP standards—play a central role in safeguarding brand equity, enabling SMEs and start-ups to scale, and preserving distinctive local attributes with strong domestic and global appeal. At the same time, the integration of digital tools and GI-based branding demonstrates how Thailand is strengthening economic resilience, enhancing market competitiveness, and contributing practical insights to broader regional branding and development efforts within ASEAN.

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