Brand Management Strategies of Mobile Networks in Thailand

Abstract

This article was presented about brand management strategies of Thailand’s three mobile network service providers; AIS, DTAC, and TrueMove H as follows; 1) AIS: its emotional brand communication reflected upon image of high income end users and luxury brand status. AIS’s brand communication is similar to its competitors, about products and services offerings, for example, mobile network services, mobile phones, and 4G internet, but the difference is home internet services, that AIS had additional launching service later. And it has been the only brand that used mascot named Nong Oon-Jai, as brand communication tool, and has continuously corporate social responsibility activities, to focus on family relationship, under project named, San-Rak. 2) DTAC: its brand management was about effective mobile network performance, 4G internet, mobile phones, and communication about Feel Good campaigns, and its social responsibility focused on the youth’s media literacy, family relationship engagement under, Sam-Nuekrak-Baan-Kerd project, and application development for Thailand’s smart farmers. 3) TrueMove H: this brand has differently reflected its image, by promoting on behalf of TrueMove Corporation, for mass’ easy recognition reason. Moreover, TrueMove H has also provided many privileges to engage with its overall corporate customers, and has also focused on innovations about education, healthcare, and environment. It also was the best known for its creative advertising campaigns.