tim riches-strengthening the thailand brand image
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Strengthening the Thailand Brand imageTRANSCRIPT
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
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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)