Consumers are losing trust in Thai brands as they stick to similar marketing strategies and campaigns, says advertising agency Y&R Thailand, which conducted a brand asset valuator study in nine provinces involving 2,500 respondents across 130 product categories.
"Most Thai brands don’t differ much in marketing campaigns. Consumers feel bored and don’t want to engage with the brands," chief strategy and innovation officer Kittipong Veerataecha said.
Brands operating in Thailand saw their trustworthiness fall to 85 percent last year from 94 percent in 2001, while the consumer unapproachable rate – the rate that customers cannot be reached – rose to 52 percent from 33 percent.
(Source: Bangkok Post)