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Tim Riches-strengthening the thailand brand image
 

Tim Riches-strengthening the thailand brand image

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Strengthening the Thailand Brand image

Strengthening the Thailand Brand image

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    Tim Riches-strengthening the thailand brand image Tim Riches-strengthening the thailand brand image Presentation Transcript

    • Brand ThailandCurrent image and future challengesMay 19, 2011
    • 2Agenda1. FutureBrand and the Country Brand Index2. Overview of CBI 2010 results3. Brand Thailand in the Asia Pacific context4. Challenges for the future
    • 3Experts in country brand strategy and identity
    • 4About 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
    • 5Associations –26 image attributes across 5 key dimensions
    • 6Hierarchical Decision Model –assesses brand strength, not just brand image
    • 7Thailand ranked 26th from the 110 countries assessed in 2010 2009: 20 (from 102) 2008: 22 (from 78)
    • Asia in Focus
    • Regional Global 2010s vs 2009 CBI Rank CBI Rank Australia 1 2 - New 2 3 - Zealand Japan 3 6 - Singapore 4 15 - Maldives 5 16 ▲1Observations: India 6 23 ▼1 Thailand 7 26 - High level of consistency in APACcountry branding with only 3 Fiji 8 39 -countries dropping in ranking Malaysia 9 42 ▲2- Philippines: the biggest decline in South 10 44 -APAC: perception of security and Koreacorruption remains a big concern to China 11 56 ▲1travellers and investors. Nepal 12 59 ▲2 Vietnam 13 63 - Philippines 14 65 ▼5 Indonesia 15 72 - Laos 16 88 ▲1 Cambodia 17 90 ▼1
    • Top 10 Tourism Highlights VALUE FOR MONEY RESORT & LODGING OPTIONS FOOD Attribute CBI Global Attribute CBI Global Attribute CBI Global Global Rank Global Rank Rank Global Rank Rank1. Thailand Rank 1 # 26 1. Japan 2 #6 1. Maldives 2 # 162. Vietnam 2 # 63 2. Australia 10 #2 2. Thailand 4 # 263. New Zealand 3 #3 3. Thailand 11 # 26 3. Singapore 5 # 154. Cambodia 4 # 90 4. Japan 14 #6 4. Malaysia 9 # 425. Laos 5 # 88 5. New Zealand 17 #3 5. Vietnam 10 # 636. Malaysia 8 # 42 6. Fiji 18 # 39 6. Australia 11 #27. Indonesia 9 # 72 7. Singapore 25 # 15 7. South Korea 19 # 448. Australia 15 #2 8. Indonesia 36 # 72 8. New Zealand 23 #39. Nepal 17 # 59 9. Malaysia 37 # 42 9. China 26 # 5610. India 20 # 23 10. India 66 # 23 10. India 28 # 2311. Singapore 23 # 15 11. Nepal 67 # 59 11. Maldives 29 # 1612. China 27 # 56 12. Vietnam 71 # 63 12. Indonesia 31 # 7213. Philippines 31 # 65 13. Philippines 75 # 65 13. Laos 40 # 8814. Japan 32 #6 14. China 77 # 56 14. Cambodia 67 # 9015. Maldives 45 # 16 15. Cambodia 79 # 90 15. Nepal 68 # 5916. Fiji 60 # 39 16. Laos 80 # 88 16. Philippines 80 # 6517 South Korea 65 # 44 17. South Korea 81 # 44 17. Fiji 99 # 39
    • Top 10 Heritage and Culture Highlights HISTORY ARTS & CULTURE NATURAL BEAUTY Attribute CBI Global Attribute CBI Global Attribute CBI Global Global Rank Global Rank Global Rank Rank Rank Rank1. Japan 12 #6 1. Japan 6 #6 1. New Zealand 2 #32. India 13 # 23 2. India 14 # 23 2. Maldives 4 # 163. Cambodia 14 # 90 3. China 16 # 56 3. Nepal 8 # 594. China 16 # 56 4. Cambodia 17 # 90 4. Australia 12 #25. Nepal 23 # 59 5. Nepal 20 # 59 5. Fiji 15 # 396 Laos 30 # 88 6. Thailand 27 # 26 6. Japan 27 #67. Vietnam 38 # 63 7. Australia 41 #2 7.Thailand 34 # 268. Thailand 39 # 26 8. New Zealand 43 #3 8. Cambodia 36 # 909. New Zealand 50 #3 9. Laos 44 # 88 9. Laos 39 # 8810. Australia 58 #2 10. Vietnam 53 # 63 10. Vietnam 52 # 6311. Malaysia 69 # 42 11. Singapore 54 # 15 11. Indonesia 55 # 7212. South Korea 70 # 44 12. Indonesia 56 # 72 12. Malaysia 63 # 4213. Singapore 80 # 15 13. Malaysia 61 # 42 13. China 66 # 5614. Indonesia 88 # 72 14. South Korea 72 # 44 14. India 71 # 2315. Philippines 96 # 65 15. Fiji 75 # 39 15. Singapore 78 # 1516. Maldives 103 # 16 16. Maldives 96 # 16 16. Philippines 78 # 6517. Fiji 109 # 39 17. Philippines 97 # 65 17. South Korea 106 # 44
    • THAILAND – Hierarchical Decision MakingHDM Measure Rank 2010 PerformanceAwareness 15 StrongFamiliarity 12 StrongPreference 18 StrongConsideration 15 StrongDecision / Visitation 13 StrongAdvocacy 20 Strong 12
    • THAILAND – HERITAGE & CULTURE #28 – strong overallCountry Brand Attribute Total Sample Rank 2010 PerformanceHistory 39 Moderately StrongArt & Culture 27 StrongAuthenticity 22 StrongNatural Beauty 34 Moderately Strong 13
    • THAILAND - GOOD FOR BUSINESS #62 – moderate overallCountry Brand Attribute Rank 2010 PerformanceInvestment Climate 57 ModerateAdvanced Technology 66 Low/ModerateRegulatory Environment 67 Low/ModerateSkilled Workforce 64 Moderate 14
    • THAILAND - TOURISM #5 – very strong overallCountry Brand Attribute Rank 2010 PerformanceValue for Money 1 Very StrongAttractions 42 Moderately StrongResort & Lodging Options 11 StrongFood 4 Very Strong 15
    • THAILAND - QUALITY OF LIFE #59 – moderate overallCountry Brand Attribute Rank 2010 PerformanceEducation System 85 WeakHealthcare System 45 Moderately StrongStandard of Living 68 Low/ModerateSafe 65 Low/ModerateJob Opportunity 47 ModerateMost Like to Live In 35 Moderately Strong 16
    • THAILAND - VALUE SYSTEM #55 – moderate overallCountry Brand Attribute Rank 2010 PerformancePolitical Freedom 64 ModerateEnvironmentally Friendly 74 Low/ModerateStable Legal Environment 78 Low/ModerateTolerance 28 StrongFreedom of Speech 62 Moderate 17
    • What are the key branding challenges of a highly competitive region?
    • Authentico!
    • Pic of the Venetian in LA (fake gondolas) Authentic? No!
    • Pic of the Venetian in LA (fake gondolas) Authentic? No!
    • Some think that Authenticity becomes the primary driver of preferenceas economies mature Key principle Accessibility Cost Quality Authenticity Customer Can I get it? Which is the Which is the Which is the driver cheapest? best quality? real thing? Company Production Efficiency Quality Experience focus Market maturation Apologies to Gilmore and Pine, “What consumers really want: Authenticity”FutureBrand ®
    • Defining identity in a competitive market
    • Defining identity in a competitive market
    • Recognisable and ownable attractions?Defining identity in a competitive market Grand Palais, WatPhraKaeo, Bangkok WatKrom temple, Sihanoukville, Cambodia
    • Defining identity in a competitive market
    • BRANDS INFLUENCE CHOICETo drive preference, the country brand must address the cost:benefitequation based on insight into the target market segments Distinctive attributes Effort Unique experiences Price Proof Points Risk „BENEFITS‟ „COSTS‟ Target AudienceFutureBrand ®
    • 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 engagementFutureBrand ® FOOTER TEXT (CAPS) 44
    • THANK YOU Tim Riches, FutureBrand Asia-Pacific triches@futurebrand.comFutureBrand ®
    • 46 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)