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.


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.


Krittinee Nuttavuthisit, Chulalongkorn University, Thailand


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

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