Exports get post-flood image revamp

Vuthichai Duangratana, deputy director-general of the department, said yesterday that the re-branding strategy is aimed at maintaining confidence among foreign traders and consumers in Thailand’s ability to continue producing high-quality goods, despite the disruption the floods have caused in some industries.

The new “Thailand Trusted Quality Mark” sign is designed to emphasise the diversity and refinement of Thai products, along with their high quality and the use of quality raw materials in all production processes.

The new campaign will be officially launched early next year. The brand was created after the department conducted a market survey to gauge the perception of Thai products in overseas markets. Foreign consumers recognise that Thai products and services are of high quality and their image is positive compared with products from neighbouring countries, the survey found. Therefore, the department has focused its promotion plan on promoting Thai exports as quality goods with reasonable prices.

As a strategy to boost trustworthiness of the Kingdom’s exports, the department will promote the new brand via international media such as CNN, Discovery Channel, Asiaweek and in-flight magazines, as well as via online media, Vuthichai said.

Thai exporters can apply for the right to use the mark in January. A committee will consider the quality of the goods, and those deemed to qualify will be allowed to place the trademark on their goods for export in March. 

Products that qualify for the new guarantee will also be nominated for the Prime Minister’s Award and enjoy export privileges from the Customs Department.