Branding Strategy in Thailand

This research report, part of ERIA’s branding strategy project series, examines the role of branding in driving economic growth in Thailand amid digitalisation and the post-COVID-19 era. Building on similar studies conducted in Cambodia, Indonesia, and Lao PDR, it explores the use of branding through intellectual property (IP) protection, with a focus on trademarks and geographical indications (GIs).

The report analyses Thailand’s regulatory framework for IP enforcement, supported by statistical data from the Department of Intellectual Property and insights from interviews with leading entrepreneurs in the startup and GI sectors. It assesses how branding strategies can enhance entrepreneurial value, particularly in the digital age and global market expansion. Additionally, it evaluates Thailand’s current IP regulations, providing a comprehensive perspective for ASEAN and global stakeholders, local entrepreneurs, and policymakers.

By highlighting the strategic use of IP, this research offers valuable insights into strengthening Thailand’s startup ecosystem and broader economic development.