Study Identifies Only 3% of Brands as Super Brands in APAC, Highlighting New Challenges for Global and Local Brands in Winning Both Game and Hearts
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Revealing Latest Survey “Super Brands in APAC: The Rise of Challenging Opportunities”
VML Thailand, a comprehensive agency offering avant-garde creative, data, and technology services, is accelerating its strategy to strengthen client brands. The agency has released a new survey, "Super Brands in APAC:
The Rise of Challenging Opportunities," which unveils a complex landscape where global brands dominate the market yet struggle to capture consumer hearts, while local brands in APAC and Thailand strive to close the gap. Utilizing key indicators such as Brand Power and Brand Love, the study explores strategies to build "Super Brands" (Brand Power X Brand Love) that are both influential and resonate with consumers worldwide. This research utilizes BAV (Brand Asset Valuator), a powerful tool that analyzes consumer sentiment towards brands and guides the development of "Super Brands" strategies. BAV leverages Big Data from a 30-year study of over 60,000 global brands, creating the world's largest brand research database and knowledge repository. By integrating BAV with strategic analysis, creative ideation, and advanced marketing technologies—core components of VML Thailand's End-to-End Creative Solution Service.
| Parattajariya Jalayanateja, Chief Executive Officer of VML Thailand, stated, "We are committed to creating and presenting innovative approaches to reach consumers, driven by technology, creative ideas, and innovation. Our goal is to address brand and organizational needs through our End-to-End Creative Solution Service, aligning with brands' objectives to offer diverse products and services that meet the varied demands of today's consumers. We function as a hub of creativity, synergizing our CREATIVE THINK TANK, WINNING STRATEGISTS & DATA EXPERTS, and DIGITAL ACCELERATION & COMMERCE teams. This convergence of expertise enables us to craft bespoke solutions under our 'One Team' ethos, fostering deep partnerships with clients from inception to fruition. | Our methodology involves uncovering novel perspectives that deeply penetrate consumer insights and cognitions through advanced analytical tools. We subsequently analyze and transmute these insights into sophisticated strategies and innovative creative concepts, seamlessly integrating the scientific rigor of Big Data analytics with the artistic flair of fresh ideation. These strategies are then disseminated through an array of cutting-edge technological platforms to penetrate markets and forge robust connections between brands and consumers, thereby fostering a Creative Brand Growth Strategy. Recently, we introduced BAV, a mighty tool for deciphering consumer sentiments toward brands and identifying brand strengths. This enables us to ascertain a brand's authentic position with precision, serving as a foundational element for developing incisive strategies, formulating problem-solving approaches, and crafting more efficacious communication plans.” |
| According to Ekaluck Charanvas, Analytics Strategy Director and BAV APAC Champion, "BAV, or Brand Asset Valuator, is a sophisticated strategic instrument employed by VML companies globally for client brand management. It is predicated on extensive surveys and behavioral studies encompassing over 2.5 million individuals worldwide, conducted over a span of three decades since 1993, across more than 50 countries and 1,000 business sectors. This comprehensive study has scrutinized over 60,000 brands globally. BAV's unique advantage lies in its comprehensive view of thousands of brands within a country, showing the strength and growth trends of each brand and product category compared to all brands in the country. It also reflects national insights through the study of brand values that influence people's thoughts and lifestyles, encompassing not just products and services, but also media, influencers, celebrities, key figures, institutions, and even nations themselves. | Data is collected through online surveys by leading market research firms and analyzed to create strategies for developing Super Brands. This approach focuses on two key aspects: Brand Power (Brand Asset), which makes a brand different (Differentiation), relevant (Relevancy), trustworthy (Esteem), and recognizable (Knowledge), and Brand Love, which makes a brand a preferred choice that consumers want to recommend to others. When this multifaceted data is synthesized on the Brand Power Grid, it illuminates a brand's position amidst thousands of competitors, forecasts future growth or decline trajectories, identifies potential oversights in specific industries, and facilitates nuanced comparisons with other brands on both global and local scales." |
In 2024, VML Thailand conducted an study titled "Super Brands in APAC" with a sample group aged 18-65 in the Asia-Pacific (APAC) region. The study covered 8 countries: China, India, Japan, South Korea, Australia, Singapore, Vietnam, and Thailand, with 104,308 respondents surveyed between 2022 and 2024 (completed in April 2024). The research evaluated Brand Power and Brand Love to identify super brands that have successfully captured the hearts and minds of APAC consumers, examining both Global and Local Brands. The findings highlight the challenging opportunities in cultivating super brands, as global brands dominate the market but haven't fully captured hearts, while local brands in APAC and Thailand are striving to catch up.
Power vs. Love: The Challenge of Creating APAC Super Brands
The study revealed that only 3% of brands qualify as super brands. The standout super brands across most countries are Google, YouTube, and Samsung. While iPhone and Apple rank highest in brand power, they still face challenges in winning the hearts of APAC consumers. These top brands primarily facilitate connectivity to information, entertainment, and support various daily lifestyle needs. Most are global brands that have maintained their brand power even through global crises like the COVID-19 pandemic. Interestingly, while most brands in the Top10 for brand power are global brands, the number one or higher-ranking brands are often country brands in nations like China, India, Korea, Vietnam, and Singapore. Moreover, all these country brands also rank in the Top5 for brand love. This data reflects strong patriotic values among APAC consumers, particularly in developed countries like China, Korea, Singapore, and Australia, and to some extent in developing countries like India, Vietnam, and Thailand. This patriotic sentiment contributes to local brands gaining prominence in the Top10 super brands, with an even greater presence in the Top10 for brand love.
Global vs. Local Brands: How Thai Brands Can Compete When Foreign Brands Dominate
The latest survey results for Thailand reveal that the super brands that are both powerful and beloved by Thais are Google, YouTube, Samsung, TrueMoney, and 7-11. Among the top10 brands in terms of brand power and love, 8 out of 10 are global brands, with only two local brands like TrueMoney making the list. This proportion is relatively small compared to developed APAC countries like China, Japan, and Korea. When expanding the analysis to cover over 1,200 brands in Thailand, only about 3% of brands in Thailand qualify as super brands, demonstrating both strong brand power and love among Thai consumers. While more than two-thirds of these super brands are global brands, the survey also indicates that Thais are developing increasingly positive feelings towards Thai identity, as evidenced by the Thailand country brand climbing to 5th place among the most loved brands by Thais. The Thailand brand image shows clear improvements in "Gaining Popularity" and being "Progressive" compared to two years ago. Additionally, hundreds of local brands are significantly increasing their brand power and love, approaching levels similar to global market leaders in sectors such as food, health and beauty, financial services, and travel. Examples include Bangkok Airways, Cute Press, Roza, and Tepthai. Importantly, the survey found that 83% of Thais are willing to pay more to support domestic products, and 93% feel proud when they see Thai brands in international markets. Therefore, leveraging this sense of national pride and connection could be a crucial factor in enabling local brands to increase their power and compete effectively with global brands.This trend suggests a growing opportunity for Thai brands to capitalize on national sentiment and pride, potentially closing the gap with global brands in the Thai market.
Strategies for Creating Super Brands
The key factors and strategic concepts for cultivating super brands by elevating both Brand Power and Brand Love can be summarized into 5 approaches:
- Build Global Presence: Global brands like Google, YouTube, and Samsung succeed by having a worldwide presence and supporting daily lifestyles. Large local brands can learn from this to become super brands from APAC that capture hearts globally, like Samsung.
- Leverage National Pride: People in the Asia-Pacific region often have strong affection for their country's brands, ranking them higher than global brands.
Local brands should use this pride to strengthen brand connections with domestic consumers and support the country's reputation in global trade. Global brands can participate by actively helping local communities, gaining admiration like Red Cross or Unilever.
- Create Partnerships for Success: For global brands, partnering with local brands is key to penetrating markets with high national pride. This collaboration can blend global innovation with local cultural understanding, creating a win-win situation for both brands.
- Cultural Integration: Both global and local brands should incorporate local cultural understanding into product development, marketing, and brand communication. For example, KFC's approach of introducing new products and flavors tailored to Thai preferences, combined with marketing campaigns during local festivals. This strategy helps create deeper brand connections and affection.
- Quality as a Bridge: While global brands often have strong images of reliability, premium quality, and modernity, local brands typically excel in support, assistance, and emotional connections with the nation. Combining these strengths can elevate brand perception, especially in developing markets where local brands struggle to compete with foreign-made products.
These recommendations from the BAV survey highlight the strategic blend of global reach, local relevance, and quality collaboration as the path to becoming a leading super brand in the Asia-Pacific market.
| Sakila Banyen, Strategic Planning Director, elucidated, "VML Thailand employs a rigorous methodology of continuous, in-depth analyses, leveraging data from the BAV tool in conjunction with complementary sources such as focus groups and proprietary client insights. Our collaborative approach to planning and analysis enables us to precisely identify authentic issues, discern nuanced consumer needs, address latent concerns, and understand complex purchase motivations. This comprehensive understanding serves as the foundation for developing strategic plans and innovative solutions, manifested through emotionally resonant creative concepts. | These ideas are designed to engage consumers, inviting them to partake in novel experiences that tangibly enhance their lives in harmony with the brand. This approach embodies VML Thailand's genuine commitment to serving as an authentic partner to all our clients. To illustrate the efficacy of our methodology, we have curated a portfolio of case studies encompassing both Global and Local Brands. These exemplars not only demonstrate proven success but also showcase brands poised for continued growth in partnership with us. Two notable examples include: |
KFC faced the challenge of transcending its Quick Service Restaurant (QSR) identity to emerge as a lifestyle brand, resonating with consumers across all demographics and age groups, while maintaining daily relevance. By leveraging Local Pride and Local Insight,
KFC orchestrated a series of innovative campaigns and product innovations that consistently engaged a broad spectrum of consumers. Notable examples include the culturally resonant KFC Bucket Basket, KFC Fried Chicken Incense Sticks, and the recently introduced KFC Bucket Ware food storage containers. These strategic initiatives have not only sustained but enhanced KFC's position as a Rising Brand in Thailand, achieving a Brand Power of 98.5%, a 7.3% increase from 2022.
ROZA's strategic imperative was to elevate its brand image, positioning itself as a contemporary and accessible entity for new-generation consumers. This transformation necessitated strategic collaborations with global brands and the integration of cutting-edge AI technology that transcend traditional cooking experiences. These concerted efforts have yielded remarkable results, with ROZA now boasting its Brand Power to 76%, marking a substantial 33% growth from 2022.
This sophisticated tool illuminates the brand's current position in the consumer psyche, delineates its trajectory, and facilitates the rapid development of ideas to steer the brand towards its strategic objectives. This methodological approach exemplifies VML Thailand's unwavering commitment to data-driven, culturally nuanced strategies that seamlessly integrate global brand power with localized insights and innovations. It demonstrates the agency's adeptness in leveraging advanced tools such as BAV to craft bespoke solutions that not only resonate profoundly with local consumers but also simultaneously elevate brand perception and fortify brand affinity.
Thitirat Tantirittisak, Managing Director, concluded, "The introduction of the BAV tool will serve as another mechanism and strategy to help clients delve into insights and understand true consumer needs. This starting point, when combined with other tools from VML Thailand, enables our End-to-End Creative Solution Service to operate efficiently. It integrates the strengths of strategists, creatives, and world-class data and technology analysts to create excellent brand experiences (BX), customer experiences (CX), and commerce services (CO), leading to seamless business conversion. This approach has been proven successful by leading companies and brands that have achieved excellence in customer experience, receiving positive feedback in various dimensions. These include:
- Helping clients plan their business direction and goals more clearly.
- Creating impressive consumer experiences at each touchpoint.
- Maintaining customer base effectively and authentically.
The integration of BAV with VML Thailand's tools and expertise represents. a comprehensive approach to brand building and customer engagement. It demonstrates the company's commitment to data-driven, creative, and technologically advanced solutions that address the full spectrum of brand and customer needs. By emphasizing the seamless connection between brand experience (BX), customer experience (CX), and commerce (CO), VML Thailand positions itself as a partner capable of delivering holistic solutions that drive business growth. The mention of proven success with leading brands underscores the effectiveness of this integrated approach in achieving tangible business results across various metrics, from strategic planning to customer retention."
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