The Master in Branding and Marketing (MBM) Program of Chulalongkorn Business School (CBS), Chulalongkorn University has announced the corporate brand valuation results and presented ASEAN and Thailand's Top Corporate Brands 2019 awards at the Stock Exchange of Thailand.
The awards ceremony was presided over by the President of Chulalongkorn University, Prof. Dr. Bundhit Eua-arporn. Several CEOs from Thailand and other ASEAN countries showed up to receive the awards.
Prof. Dr. Guntalee Ruenrom and Dr. Ake Pattaratanakun, developers of an unbiased corporate brand valuation tool called Corporate Brand Success Valuation (CBS Valuation) said: “This year, we are continuing to conduct research that reaches the ASEAN region, by using the CBS Valuation applied to companies registered in their stock markets, including Indonesia, Malaysia, the Philippines, Singapore, Vietnam and Thailand. The team carried out the research at national and ASEAN levels with the aim of encouraging high-ranking executives to seriously develop corporate brands, thus driving strong growth and business sustainability. This will also be beneficial to the national economy and the region at large.”
For the second year, CBS has released the results of the valuation and the ASEAN's Top Corporate Brands awards to companies listed on the stock exchange of each ASEAN member to underline the most outstanding corporate brand values. In Thailand, Airports of Thailand has the highest corporate brand value worth US$22,107 million. In Indonesia, PT Hanjaya Mandala Sampoerna Tbk. has the highest corporate brand value worth US$30,014 million. In Singapore, Singapore Telecommunications Limited has the highest corporate brand value worth US$22,353 million. In The Philippines, SM Prime Holdings, Inc. has the highest corporate brand value worth US$14,050 million Malaysia, Public Bank Berhad has the highest corporate brand value worth US$11,453 million. In Vietnam, Vietnam Dairy Products Joint Stock Company has the highest corporate brand value worth US$8,840 million.
Fifteen companies have been awarded Thailand’s Top Corporate Brands 2019 which is held for the 10th edition this year. The new award winners are: CP All Public Company Limited in the category of Commerce with a corporate brand value of 558,608 million baht; Indorama Venture Public Company Limited in the category of Petrochemicals & Chemicals with a corporate brand value of 65,926 million baht; Land and Houses Public Company Limited in the category of Property with a corporate brand value of 64,811 million baht; BTS Group Holdings Public Company Limited in the category of Transportation & Logistics with a corporate brand value of 49,511 million baht; VGI Public Company Limited in the category of Media with a corporate brand value of 44,949 million baht; KCE Electronics Public Company Limited in the category of Electronic Components with a corporate brand value of 34,207 million baht; Chularat Hospital Public Company Limited in the category of Health Care Services with a corporate brand value of 22,120 million baht; The Erawan Group Public Company Limited in the category of Tourism & Leisure with a corporate brand value of 8,602 million baht, and; Dhipaya Insurance Public Company Limited in the category of Insurance with a corporate brand value of 5,810 million baht.
The companies to have retained top corporate brand values are: Intouch Holdings Public Company Limited in the category of Information & Communication Technology with a corporate brand value of 142,034 million baht; Kasikornbank Public Company Limited in the category of Banking with a corporate brand value of 135,787 million baht; Energy Absolute Public Company Limited in the category of Energy and Utilities with a corporate brand value of 125,206 million baht; Minor International Public Company Limited in the category of Food and Beverages with a corporate brand value of 98,882 million baht; Krungthai Card Public Company Limited in the category of Finance with a corporate brand value of 45,363 million baht, and; Siam City Cement Public Company Limited in the category of Construction Materials with a corporate brand value of 34,185 million baht.
The CBS has also announced Thailand's Top Corporate Brands Hall of Fame 2019, which honours companies with the highest brand values for five consecutive years. The award winners are: Bangkok Life Assurance, Central Plaza Hotel, Airports of Thailand, Bangkok Dusit Medical Services, Central Pattana, and Delta Electronics (Thailand).
Dr. Ake Pattaratanakun adds that the corporate brand values have been calculated using the CBS Valuation formula which integrates marketing, finance, and accounting so that the corporate brand can be measured in monetary terms. The CBS Valuation has earned the recognition of the leading companies as a tool for setting organisational efficiency goals. Strong corporate brands translate into higher revenue, lower costs, higher-quality investments, and most importantly, better sustainability.
The valuation results and recognition of ASEAN and Thailand’s Top Corporate Brands awards are key to creating strength and sustainability among Thai and ASEAN businesses.