At a seminar entitled "Brand Development and Brand Strategy", co-organised by the department and the Japan External Trade Organisation, ML Kathathong Thongyai, director of the department's Product Development Centre, said only 10 per cent of Thai products were being exported under their own brand. This causes a lower value for Thai exports.

"To increase export opportunities in international markets, Thai exporters must create their own brand names, which can increase export income at least 20 per cent," he said.

A recent survey by branding specialists showed that more than 70 per cent of respondents favoured brand-name products rather than non-brand products, because they believe in a brand's quality.

Seventy-four per cent of respondents said they would buy brand-name products even if they cost 20 per cent more than other similar products. Moreover, 24 per cent of respondents said they would buy brand-name products at any cost.

Kathathong said Thai enterprises should focus more on producing brand-name products, which create much higher benefits than made-to-order goods.

Thailand now has only a few international brands, including Thai Airways, Beer Chang, Singha beer, Red Bull and Jim Thompson Thai silk, he said. Therefore, Thai enterprises must change their business strategies to concentrate on brand image-building and increase trust among customers.

Petchanet Pratruangkrai

The Nation