Chula Awards ASEAN and Thailand’s Top Corporate Brands 2024 – 15th Annual Recognition for Corporate Brand Value

Chulalongkorn University recently hosted the 15th edition of the ASEAN and Thailand’s Top Corporate Brands awards ceremony, recognizing organizations with the highest corporate brand values for 2024. The event took place on January 30, 2025, at the university’s auditorium and was organized by the Master’s Program in Brand Management and Marketing in collaboration with the Stock Exchange of Thailand and Manager Online.

Ceremony Inauguration

The ceremony was inaugurated by Professor Dr. Surakiart Sathirathai, President of the Chulalongkorn University Council, while findings from the research were presented by Associate Professor Dr. Tartat Mokkhamakkul, Dean of the Faculty of Commerce and Accountancy. Senior executives from various corporations attended the event to accept awards from Professor Dr. Sathirathai and Professor Dr. Wilert Puriwat, President of Chulalongkorn University.

Panel Discussion on Corporate Brand Sustainability

A panel discussion titled “What Actions Can Leaders Take to Achieve Corporate Brand Sustainability?” featured speakers such as Dr. Veerathai Santiprabhob, Chairman of the Thailand Development Research Institute, and Dr. Artirat Charukitpipat, CEO of Bumrungrad International Hospital. The discussion was moderated by Associate Professor Dr. Ake Pattaratanakun, a brand advisor at the university.

Brand Valuation Research

The research team from the Master’s Program utilized the CBS Valuation tool to determine brand values, marking 15 years of corporate brand valuation research. Despite various economic, political, and technological changes in 2024, the team evaluated the brand values of companies listed on the Stock Exchange of Thailand and six other ASEAN countries. The valuation process combined principles from marketing, finance, and accounting, calculating brand value based on a three-year average of each qualifying company’s financial data.

Hall of Fame and Top Corporate Brands

This year’s Hall of Fame award was presented to Bangkok Expressway and Metro Public Company Limited for achieving the highest corporate brand value for five consecutive years. The awards also recognized fifteen companies as Thailand’s Top Corporate Brands for 2024, which included Carabao Group, TISCO Financial Group, Krungthai Card, and SCG Packaging.

Acknowledgement in the ASEAN Category

In the ASEAN category, companies such as PT Bayan Resources Tbk from Indonesia and CelcomDigi from Malaysia were acknowledged for their strong market positions. Additionally, PT Bank Central Asia Tbk was inducted into the ASEAN’s Top Corporate Brand Hall of Fame for maintaining the highest brand value for five years.

Significance of Corporate Brand Valuation

The awards underscore the increasing significance of corporate brand valuation within the business landscape, offering valuable insights for executives and investors working to sustain their corporate presence amid ongoing market changes.

Original source: Chulalongkorn University