tim riches-strengthening the thailand brand image

Brand Thailand

Current image and future challengesMay 19, 2011

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Agenda

1. FutureBrand and the Country Brand Index

2. Overview of CBI 2010 results

3. Brand Thailand in the Asia Pacific context

4. Challenges for the future

Experts in country brand strategy and identity3

About Country Brand Index

• 6th Year• Presented in partnership with

BBC World News• 3,400 international business and

leisure travelers• All five continents• 14 in-depth global focus groups

with experts

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Associations – 26 image attributes across 5 key dimensions

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Hierarchical Decision Model – assesses brand strength, not just brand image

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Thailand ranked 26th from the 110 countries assessed in 2010

2009: 20 (from 102)

2008: 22 (from 78)

Asia in Focus

Regional CBI Rank

GlobalCBI Rank 2010s vs 2009

Australia 1 2 -

New Zealand

2 3 -

Japan 3 6 -

Singapore 4 15 -

Maldives 5 16 ▲ 1

India 6 23 ▼ 1

Thailand 7 26 -

Fiji 8 39 -

Malaysia 9 42 ▲ 2

South Korea

10 44 -

China 11 56 ▲ 1

Nepal 12 59 ▲ 2

Vietnam 13 63 -

Philippines 14 65 ▼ 5

Indonesia 15 72 -

Laos 16 88 ▲ 1

Cambodia 17 90 ▼ 1

Observations:

✴ High level of consistency in APAC country branding with only 3 countries dropping in ranking

- Philippines: the biggest decline in APAC: perception of security and corruption remains a big concern to travellers and investors.

Top 10 Tourism Highlights

1. Thailand 1 # 262. Vietnam 2 # 633. New Zealand 3 # 34. Cambodia 4 # 905. Laos 5 # 886. Malaysia 8 # 427. Indonesia 9 # 728. Australia 15 # 29. Nepal 17 # 5910. India 20 # 2311. Singapore 23 # 1512. China 27 # 5613. Philippines 31 # 6514. Japan 32 # 615. Maldives 45 # 1616. Fiji 60 # 3917 South Korea 65 # 44

VALUE FOR MONEY

CBI Global Rank 1. Maldives 2 # 16

2. Australia 10 # 23. Thailand 11 # 264. Japan 14 # 65. New Zealand 17 # 36. Fiji 18 # 397. Singapore 25 # 158. Indonesia 36 # 729. Malaysia 37 # 4210. India 66 # 2311. Nepal 67 # 5912. Vietnam 71 # 6313. Philippines 75 # 6514. China 77 # 5615. Cambodia 79 # 9016. Laos 80 # 8817. South Korea 81 # 44

RESORT & LODGING OPTIONS FOOD

Attribute Global Rank

CBI Global Rank

Attribute Global Rank

CBI Global Rank

Attribute Global Rank

1. Japan 2 # 62. Thailand 4 # 263. Singapore 5 # 154. Malaysia 9 # 425. Vietnam 10 # 636. Australia 11 # 27. South Korea 19 # 448. New Zealand 23 # 39. China 26 # 5610. India 28 # 2311. Maldives 29 # 1612. Indonesia 31 # 7213. Laos 40 # 8814. Cambodia 67 # 9015. Nepal 68 # 5916. Philippines 80 # 6517. Fiji 99 # 39

Top 10 Heritage and Culture Highlights

HISTORY ARTS & CULTURE NATURAL BEAUTY

1. Japan 12 # 62. India 13 # 233. Cambodia 14 # 904. China 16 # 565. Nepal 23 # 596 Laos 30 # 887. Vietnam 38 # 638. Thailand 39 # 269. New Zealand 50 #310. Australia 58 # 211. Malaysia 69 # 4212. South Korea 70 # 4413. Singapore 80 # 1514. Indonesia 88 # 7215. Philippines 96 # 6516. Maldives 103 # 1617. Fiji 109 # 39

CBI Global Rank

Attribute Global Rank

1. Japan 6 # 62. India 14 # 233. China 16 # 564. Cambodia 17 # 905. Nepal 20 # 596. Thailand 27 # 267. Australia 41 # 28. New Zealand 43 # 39. Laos 44 # 8810. Vietnam 53 # 6311. Singapore 54 # 1512. Indonesia 56 # 7213. Malaysia 61 # 4214. South Korea 72 # 4415. Fiji 75 # 39

16. Maldives 96 # 1617. Philippines 97 # 65

CBI Global Rank

Attribute Global Rank

CBI Global Rank

Attribute Global Rank

1. New Zealand 2 # 32. Maldives 4 # 163. Nepal 8 # 594. Australia 12 # 25. Fiji 15 # 396. Japan 27 # 67.Thailand 34 # 268. Cambodia 36 # 909. Laos 39 # 8810. Vietnam 52 # 6311. Indonesia 55 # 7212. Malaysia 63 # 4213. China 66 # 5614. India 71 # 2315. Singapore 78 # 1516. Philippines 78 # 6517. South Korea 106 # 44

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THAILAND – Hierarchical Decision Making

HDM Measure Rank 2010 Performance

Awareness 15 Strong

Familiarity 12 Strong

Preference 18 Strong

Consideration 15 Strong

Decision / Visitation 13 Strong

Advocacy 20 Strong

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THAILAND – HERITAGE & CULTURE

Country Brand AttributeTotal Sample

Rank 2010 Performance

History 39 Moderately Strong

Art & Culture 27 Strong

Authenticity 22 Strong

Natural Beauty 34 Moderately Strong

#28 – strong overall

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THAILAND - GOOD FOR BUSINESS

Country Brand Attribute Rank 2010 Performance

Investment Climate 57 Moderate

Advanced Technology 66 Low/Moderate

Regulatory Environment 67 Low/Moderate

Skilled Workforce 64 Moderate

#62 – moderate overall

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THAILAND - TOURISM

Country Brand Attribute Rank 2010 Performance

Value for Money 1 Very Strong

Attractions 42 Moderately Strong

Resort & Lodging Options 11 Strong

Food 4 Very Strong

#5 – very strong overall

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THAILAND - QUALITY OF LIFE

Country Brand Attribute Rank 2010 Performance

Education System 85 Weak

Healthcare System 45 Moderately Strong

Standard of Living 68 Low/Moderate

Safe 65 Low/Moderate

Job Opportunity 47 Moderate

Most Like to Live In 35 Moderately Strong

#59 – moderate overall

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THAILAND - VALUE SYSTEM

Country Brand Attribute Rank 2010 Performance

Political Freedom 64 Moderate

Environmentally Friendly 74 Low/Moderate

Stable Legal Environment 78 Low/Moderate

Tolerance 28 Strong

Freedom of Speech 62 Moderate

#55 – moderate overall

What are the key branding challenges of a highly competitive region?

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Authentico!

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Pic of the Venetian in LA (fake gondolas)

Authentic? No!

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Pic of the Venetian in LA (fake gondolas)

Authentic? No!

FutureBrand ®

Some think that Authenticity becomes the primary driver of preference as economies mature

Key principle Accessibility Cost Quality Authenticity

Customer driver

Can I get it? Which is the cheapest?

Which is the best quality?

Which is the real thing?

Company focus

Production Efficiency Quality Experience

Apologies to Gilmore and Pine, “What consumers really want: Authenticity”

Market maturation

Defining identity in a competitive market

Defining identity in a competitive market

Recognisable and ownable attractions?

Wat Krom temple, Sihanoukville, CambodiaGrand Palais, Wat Phra Kaeo, Bangkok

Defining identity in a competitive market

Defining identity in a competitive market

FutureBrand ®

‘COSTS’‘BENEFITS’

BRANDS INFLUENCE CHOICE

Distinctive attributes

Unique experiences

Proof Points

Effort

Price

Risk

TargetAudienc

e

To drive preference, the country brand must address the cost:benefit equation based on insight into the target market segments

FutureBrand ®

Challenges for Brand Thailand

• Enhancing the value proposition for greater yield – cheap and cheerful is not sustainable and unsuitable for the maturing brand

• Product leadership – innovation and investment• Cultural export – add depth and new dimensions to the international

image of Thai culture• Professional leadership – leverage reputation into training and career

development• Synergy across key investments – MICE, FDI and talent attraction are all driven

by country brand image

• Defining and defending a fresh, distinctive image and experience versus up-and-coming neighbours – what are the new national symbols consistent with future ambition?

• Embracing change, innovation, collaboration and global engagement

FOOTER TEXT (CAPS) 44

FutureBrand ®

THANK YOU

Tim Riches, FutureBrand Asia-Pacific

triches@futurebrand.com

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Rising

Chile (#40, +19)Israel (#30, +11)

Sweden (#21, +11)Argentina (#33, +10)

Norway (#13, +9)Finland (#15, +8)

Switzerland (#11, +6)

Declining

Philippines (#65, -29)Jamaica (#62, -15)Mexico (#48, -11) Russia (#81, -9)China (#56, -8)

Greece (#22, -8)UAE (#28, -5)