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At least five to 10 new Thai brands are expected to be promoted abroad each year to ensure brand recognition and boost exports.

So far, companies have registered more than 300 Thai brands with the Department of Export Promotion. They have joined with the department to explore business opportunities overseas.

Rachane Potjanasuntorn, director-general of the department, said yesterday that Thailand should focus more on product image and differentiation. The strategy will ensure competitiveness during the severe competition accompanying the global financial crunch.

"Having a brand name achieves loyalty," Rachane said.

In addition, Thai goods that have been certified as "Thailand Brand" can sell overseas for five to ten times those that don't.

Vutthichai Harnpanich, co-managing director of Harn Products a leading spa brand, said the company was selecting foreign partners in potential export markets to set up distribution centres.

He said the global economic downturn would have a positive impact in cost reduction for shop expansion. For instance, the cost of leasing space in department stores both in the European Union and India has dropped by 50 per cent.

In addition, consumers will purchase more spa products to relieve the strain they are currently feeling, he said.