Defining the Premium Thai Brand: A Qualitative Exploration of Cultural Identity Design and Global Strategy through Expert Perspectives

Phuttachart  Rattanawong; Sukhumpong  Channuwong

Authors

Phuttachart Rattanawong Faculty of Management, Shinawatra University
Sukhumpong Channuwong Faculty of Management, Shinawatra University

Keywords:

Premium Thai Brand, Cultural Branding, Authenticity, Craftsmanship, Soft Power, Qualitative Content Analysis

Abstract

This study investigates the defining characteristics of a premium Thai brand through a qualitative approach grounded in expert perspectives. The study uses qualitative content analysis to find insights and common patterns from semi-structured, in-depth interviews with 15 experts in branding, design, and entrepreneurship, including academics, creative professionals, and brand founders. The results reveal five key dimensions constituting the essence of premium Thai branding: authenticity, integration of cultural identity, artisanal craftsmanship, emotional and symbolic depth, and globally oriented design. These findings advance the theoretical understanding of Cultural Branding and Soft Power by demonstrating how Thai cultural identity can be strategically embedded within branding frameworks to enhance both domestic and international competitiveness. Scholars and practitioners-including brand strategists, designers, and policymakers-can apply these insights to strengthen Thai brands in the global marketplace.

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