Business Services Industry
Clarity, Uni...ueness Help Sell Thai Brands, Marketing Executives Say.
Knight Ridder/Tribune Business News, July, 2003
By Bamrung Amnatcharoenrit, Bangkok Post, Thailand Knight Ridder/Tribune Business News
Jul. 31--Thai brands, especially food and design-oriented products such as handicrafts, have big potential to become international brands, but they had to have a clear ambition, strategy, product positioning and uni...ueness.
That was the advice from advertising and marketing executives at a seminar that emphasised the need to take painstaking care in building brands to be recognised internationally.
Success in brand building cannot be achieved overnight, said Kent Wertime, chief executive officer of OgilvyInteractive and Ogilvy New Networks Asia.
He said that a big opportunity in the international market for local brands came from...
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