Thailand's top 50 consumer brands

E-commerce giant Shopee has bagged the top spot on our list of best-loved brands by consumers in Thailand. The Singaporean online shopping platform has surpassed its closest competitor Lazada to become the largest marketplace in Thailand. A lot of people in Thailand use the platform to purchase everything they need for everyday living more quickly, including food, clothes, and electronics. Shopee achieved the highest customer experience score (83.1%) and best brand score (78.4%) of all brands in the list. 

 

The ranking stems from Campaign's authoritative list of Southeast Asia's top 50 brands, recently revealed at Campaign360 in partnership with research firm Milieu Insight.   

 

Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked using nine brand attributes, including awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints (ease of use across all digital and offline brand interactions), and advocacy (degree of recommendation), to form their score.

 

Thailand's Top 50 brands by overall score

 

 

Although online shopping giants (Shopee, Lazada), both feature in the top five, ecommerce platforms don't otherwise dominate the list. Electronics major Samsung took second place behind Shopee, achieving the highest awareness score overall (92%). Streaming platforms like Netflix and YouTube also made the top 10 with Netflix achieving a top score for the quality of its services. Thai consumers also picked far more health and beauty names (Nivea, Vaseline, L'Oreal, Garnier, Ponds) in their Top 50 than other markets. 

 

They also chose a wider variety of brands that included a healthy dose of QSR (KFC, McDonald's, The Pizza Company, MK Restaurant), retail (Watsons, Uniqlo, Central) and apparel (Nike, Adidas) companies. Three local Thai-based companies made the top 10, led by local bank Kasikornbank (8), mobile phone operator AIS (9) and payment service True Money (10). Car maker Toyota deserves a special mention for achieving the highest buying experience (88%) and customer service score (89%) overall. 

 

Complete market analysis of SEA's top 50 brands for 2024:  Southeast Asia’s top 50 brands 2024 Samsung over homegrown favourites like GCash, Jollibee in Philippines Brands that reign supreme in Thailand See why Shopee tops the Indonesian list in 2024

 

Let's have a closer look at the top performers.

 

1. Shopee

 

Shopee finished second overall across Southeast Asia, but Thai consumers ranked it as their best-loved brand. It has surpassed Lazada to become the most visited retail website in Thailand. Shopee's strength in Thailand came from receiving high scores across multiple categories, including awareness, purchase frequency, buying experience and customer service. It was also the most recommended brand by Thai consumers. 

 

2. Samsung

 

Samsung was Southeast Asia's top brand. Providing the hardware that powers so many consumers' digital experiences, there's no real surprise to see it in second place in Thailand. Samsung's advantage is its ubiquity—its awareness is unrivalled as it's seen everywhere. It achieved the highest score among Thai consumers for customer service (82%), trustworthiness (80%) quality of services (73%), and innovation (71%). It only falls behind the leading brands when it comes to buying experience and purchase frequency. 

 

3. KFC

 

Thailand's top-rated quick-service restaurant, KFC is Thailand's most purchased brand, achieving a top score of 94%. It's also Thailand's 2nd most recommended brand overall and achieved the second highest score for trustworthiness. Rivals McDonald's and The Pizza Company fell a long way behind KFC, unable to beat the chicken king in any of the categories.  

 

4. Netflix

 

Netflix's 4th place rank in Thailand was its best ranking for all markets, finishing in 8th position overall in SEA. The streaming video brand had exceptional scores in some categories. In customer service and buying experience, Netflix came in second place behind Toyota. It was also the second highest scorer for quality of services, only trailing Samsung. 

 

5. Lazada

 

Lazada achieved the highest score for customer experience among Thai consumers in last year's list, beating out even Shopee. However, this year it has slid a few places into fifth position. While Lazada scored highly for brand awareness and purchase frequency, it fell behind other leading brands when it came to trustworthiness and innovation. Ultimately, its rival Shopee achieved a higher score in each of the nine categories. 

 

6. YouTube

 

Thai consumers enjoy the ease of streaming media use when it comes to entertainment, putting both YouTube and Netflix among its top 10 brands. YouTube benefits from high awareness, and achieved a high score for trustworthiness and innovation, but didn't rank among the highest brands for things like buying experience, quality or touchpoints. But Thai users nonetheless like it enough overall to be a brand that 67% would recommend. 

 

7. Nivea

 

Few health and beauty brands make it this high in the rankings, and Nivea's seventh place finish in Thailand is a clear outlier, responsible largely for its 25th position overall in Southeast Asia. As one might expect, it didn't score particularly highly in the categories where digital brands tend to (touchpoints, buying experience) but it did perform well enough to stay ahead of others, especially with solid trustworthiness and recommendation scores.

 

8. K Bank (Kasikornbank)

 

KBank is among Thailand's largest banks, and is the most selected main retail bank and the most preferred digital bank. It's strength appears to lie in its buying experience and customer service, where it achieved among the highest scores in the list. It's the only bank to make the cut in Thailand's top 10 brands. 

 

9. AIS

 

Advanced Info Service (AIS) is Thailand's leading mobile phone network. With over 40 million subscribers across Thailand, it has one of the widest networks in the country. The mobile phone operator achieved high scores across customer service, buying experience, touchpoints and trustworthiness and also benefits from high brand awareness in the market. 

 

10. True Money

 

TrueMoney is Thailand's leading e-wallet app. It was founded by Thailand payment company Ascend Money in 2003 and enables Thai users to make cashless and cardless payments, including purchase goods or service at 7-11, mobile top-ups, bill payments, online and offline purchases, and more. As expected for an e-wallet, it scored highly for buying experience and customer service, as well as in the touchpoints, trustworthiness and innovation categories. However, awareness of the brand remained low compared to others.