The Dynamic of Brand Equity

This article explores the concept of a country's brand equity (i.e. Thailand) and the way in which consumers around the world perceive the notion of Thai-ness via the essential qualities of Thai products and services. Focus group and in-depth interviews, together with an online survey, were conducted over a period of one year, resulting in the following four major descriptions of Thailand’s brand equity: Fun, Fulfilling, Friendly and Flexible. The proposed framework of Thai-ness demonstrates the dynamic of brand equity and moves beyond the previous concept that emphasizes the consistency and reliability of brand equity.



Citation:

Krittinee Nuttavuthisit (2006) ,"The Dynamic of Brand Equity", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 2-3.

Authors

Krittinee Nuttavuthisit, Chulalongkorn University, Thailand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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