Survey highlights need for infrastructure

Respondents also suggested that a new brand image of the Kingdom should present the “connectivity” theme to take advantage of the implementation of the Asean Economic Community in 2015.
The University of the Thai Chamber of Commerce Brand Studies and Research Centre conducted in-depth interviews with 20 foreign professionals including journalists, embassy officers and investors from enterprises of all sizes on their thoughts about Thailand as a brand. The survey was conducted from May 28 to June 4.
The survey found that foreign journalists agreed that using the “connectivity” theme in the nation’s global promotional campaigns was appropriate. They also believed that Thailand’s central location in the region would be important for business networking.
Meanwhile, multinational investors said such a campaign was a good idea for doing business in Thailand but in fact the country needed to improve its connectivity, along with English-language skills. And foreign investors from small companies said they were quite unclear about the advantages of this idea.
Embassy officers said “connectivity” was probably a good theme for a national brand but it needed to be well planned and implemented.
The research centre’s director, Mana Kuntaraporn, said political uncertainty and corruption were the issues of most concern in foreigners’ eyes.
She said the survey was a part of the “Modern Thailand” campaign initiated by the government but run by Canadian journalist Tyler Brule, creative director of Winkreative, a branding and advertising agency. Under this campaign, the government wants to revamp the Kingdom’s image as a hub for trade, manufacturing and hospitality.
The survey reflected awareness of the Thailand brand as a tourist destination with a diversity of cultures and lifestyles.