Branding Strategy in Thailand

Prepared by Pongsacha Chayapong BrandingStrategyin Thailand Economic Research Institute for ASEAN and East Asia (ERIA)Sentral Senayan II 6thFloorJalan Asia Afrika No. 8, Gelora Bung KarnoSenayan, Jakarta Pusat 12710Indonesia © Economic Research Institute for ASEAN and East Asia, 2025ERIA Research Project Report FY2024, No. 32Published in February 2025 All rights reserved. No part of this publication may be reproduced, stored in a retrievalsystem, or transmitted in any form by any means electronic or mechanical withoutprior written notice to and permission from ERIA. The findings, interpretations, conclusions, and views expressed in their respectivechapters are entirely those of the author/s and do not reflect the views and policies ofthe Economic Research Institute for ASEAN and East Asia, its Governing Board,Academic Advisory Council or the institutions and governments they represent. Anyerror in content or citation in the respective chapters is the sole responsibility of theauthors. Materialin this publication may be freely quoted or reprinted with properacknowledgement. Table of Contents List of Figuresiv List of Tablesv List of Abbreviationsvi Chapter 1Introduction1 Chapter 2Intellectual Property Systems for Branding in Thailand3 Chapter 3Branding in Thailand38 References91 List of Figures Figure 2.1Number of Trademark Applications6Figure 2.2Non-traditional Trademarks Consisting of Mixtures ofHues9Figure 2.3Non-traditional Trademarks Consisting of Figures10Figure 2.4Non-traditional Trademarks Consisting of Three-dimensional Symbols10Figure 2.5Thai Royal Silk and Thai Hom Mali Rice CertificationMarks and Mitr Phol Group Collective Mark11Figure 2.6Flow of Mark Registration Process15Figure 2.7Statistics of Geographical Indication Application andRegistration, 2019–202322Figure 2.8Flow of Examination for Geographical IndicationApplications (Local and Foreign)31Figure 2.9The Five Pillars of GI Registration and Protection32Figure 2.10Thailand’s Geographical Indication Symbol36Figure 3.1Start-ups for Start-ups Project by the TED Fund52Figure 3.2Innovation for Economy Project by the NationalInnovation Agency53Figure 3.3Black Gold Trang Pepper’s Environmental Efforts70Figure 3.4Trademark of Welala Co., Ltd.74Figure 3.5Trademark of Genius Genetics CO., Ltd.77Figure 3.6Trademark of Betterbe Marketplace Co., Ltd.79Figure 3.7Trademark of Tomato Ideas Co., Ltd.82Figure 3.8Trademark of Semantic Touch Co., Ltd.84 List of Tables Table2.1Number of TrademarkApplications6Table2.2Public Service Fee for Trademark Applications Underthe Trademark Act13Table 2.3Absolute Grounds for Refusal Under Section 6,Trademark Act16 List of Abbreviations CIPIT CourtCentral Intellectual Property and International TradeCourtDIPDepartment of Intellectual PropertyForm Kor.01trademark application formForm Kor.07trademark renewal request formForm Kor.10Declarationof rights and the application forretroactive rights formForm Kor.19request letter formGI LawGeographical Indications Protection Act, BE 2546(2003)GIgeographical indicationinsurtechinsurance technologyIP Procedure ActAct for the Establishment of and Procedure forIntellectual Property and International Trade Court,BE 2539 (1996)IPintellectual propertyMDESMinistry of Digital Economy and SocietyMinisterial RegulationMinisterialRegulations,governing criteria andprocedures for registration, advertising, opposition,and resolution of objections BE 2547MOTSMinistry of Tourism and SportsMFAMinistry of Foreign AffairsMOC No.5Ministry of Commerce No. 5 regarding TrademarkActOSMEPOffice of Small and Medium Enterprise PromotionSMEssmall and medium-sized enterprisesSOR.TOR. 08GI registration amendment form TCIRsThaiCustomsIntellectualPropertyRightsRecordation SystemsTrademark ActTrademarkAct BE 2534(1991)and its recentamendment in ThailandCOVID-19coronavirus diseaseAIartificial intelligenceNIANational Innovation Agency (Public Organization)TED FundTechnology and Innovation-based EnterpriseDevelopment FundETDAElectronic Transactions Development Agency Edtecheducation technologySACITSustainable Arts and Crafts Institute of ThailandNBTCThe National Broadcasting and TelecommunicationCommissionATFAromatic Farm Co., Ltd.BGTBlack Gold Treasure Co., Ltd.CMCChiang Mai Celadon Limited PartnershipGGGenius Genetics Co., Ltd.BMBetterbe Marketplace Co., Ltd.TTITomato Ideas Co., Ltd.STTSemantic Touch Co., Ltd. Chapter 1 Introduction 1.BackgroundandObjectives In response to evolving global market dynamics and the changing preferences ofThai consumers, Thailand is experiencing a notable influx of goods and services. Asignificant young population and widespread smartphone usage indicate a shifttowards branded products and services. The economic landscape is adapting to thistrend. In this context, Thailand acknowledges the pivotal role that intellectualproperty (IP) tools, such as trademarks and geographical indications (GIs), play indistinguishing high-quality offerings and supporting investmen