The Brand Type Categorization of Thai SMEs

Abstract

This research aims to identify brand types that are suitable and consistent with the business context of Thai small and medium enterprises (SMEs) and to survey the number of Thai SMEs in each brand type category. The study employs a mixed-methods research approach, combining qualitative and quantitative research methods, through literature review and documentary research to gather ideas for brand type categorization. This leads to the synthesis and classification of brand types that reflect the purpose of business operations, which can communicate and create distinctive strengths for SME brands by the researchers. The categorization was then verified for accuracy and appropriateness through semi-structured in-depth interviews with experts.

The findings reveal that there are seven brand types suitable for the business context of Thai SMEs: 1) Sustainable Brand, 2) Disruptive Brand, 3) Culture Brand, 4) Aesthetics Brand, 5) Experience Brand, 6) Performance Brand, and 7) Value Brand. A survey conducted among 2,723 Thai SME entrepreneurs across six regions of the country shows that these seven brand types are present in four business sectors: manufacturing, commerce, services, and agriculture. Value Brand has the highest prevalence at 66%, followed by Performance Brand at 16.8%, Aesthetics Brand at 7.3%, Culture Brand at 5.2%, Experience Brand at 2.1%, Disruptive Brand at 1.4%, and Sustainable Brand at 1.2%, respectively.

These seven brand types, which are suitable for Thai SMEs, can communicate business intentions, highlight strengths, and create value for the brands. They can also be applied in brand identity design to reflect the unique characteristics of each brand type, creating differentiation, distinctiveness, and value for the brands of Thai entrepreneurs.