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ASEAN's Top Corporate Brands awards Goal to create strength and sustainability of regional businesses

Ever since the Master in Branding and Marketing (MBM) Program of Chulalongkorn Business School (CBS)extended the prestigious Top Corporate Brands awards to include six ASEAN member countries in 2018, the CBS has gained recognition for its Corporate Brand Success Valuation (CBS Valuation) process among listed companies.

The creators of the Corporate Brand Success Valuation (CBS Valuation) tool, Prof. Dr. Guntalee Ruenrom and Asst. Prof. Dr. Ake Pattaratanakun of CBS say that despite the limitations imposed by the COVID-19 pandemic, the research team has continued to measure the corporate brand value of listed companies both in Thailand and in Southeast Asia. Now, after successfully achieving the ultimate brand recognition accolade in Thailand over 12 years, the CBS is placing emphasis on encouraging high-ranking executives in ASEAN to build corporate brand values and demonstrate how they will contribute to strong growth and business sustainability over the long term. This will have a positive impact on the broader regional economy.

This year, the MBM in partnership with the Stock Exchange of Thailand organized the ‘ASEAN and Thailand's Top Corporate Brands 2021’ awards event to present research results and the awards to organizations with the highest corporate brand value in Thailand and ASEAN. The award ceremony was presided over by the President of Chulalongkorn University, Prof. Dr. Bundhit Eua-arporn.

Six companies were recognized with ASEAN’s Top Corporate Brand 2021. They are Bank Central Asia – Indonesia, Public Bank – Malaysia, SM Prime Holdings – The Philippines, Thai Beverage –Singapore, Airports of Thailand – Thailand, and the Joint Stock Commercial Bank for Foreign Trade of Vietnam – Vietnam.

AOT has a corporate brand value of 768,051 billion baht while ThaiBev has corporate brand value of 357,077 billion baht. ThaiBev is a Thai-owned firm which has been listed on Singapore’s stock exchange since 2006.

At the12th edition of Thailand’s Top Corporate Brands 2021, Intouch Holdings was recognized with Thailand’s Top Corporate Brand Hall of Fame Award in honor of its achieving the highest brand value for five consecutive years in the Information & Communication Technology sector. Fourteen companies received Thailand’s Top Corporate Brand 2021 Awards, namely Osotspa, Tisco Financial Group, Muangthai Capital, TQM Corporation, Vinythai, TOA Paint (Thailand), Land & Houses, Gulf Energy Development, Home Product Center, Chularat Hospital, VGI, Bangkok Express Way and Metro (BEM), KCE Electronics and DTAC

Dr. Ake says corporate brand value reflects corporate strength. Thus, good corporate values help increase revenue and lower operating costs, making the companies sustainable. Awareness of environmental impacts and corporate good governance are also key factors in strengthening the corporate brand value.

ASEAN's Top Corporate Brands awards, presented annually by Chulalongkorn Business School in Thailand, are aimed to create strength and sustainability of regional businesses and economics.