BANGKOK: The leaders of the Federal of Sabah Industries led by its President Richard Lim and the Thai Chamber of Commerce and the Board of Trade of Thailand led by its Chairman Sanan Angubolkul, met here at the Thaifex-Horec Asia 2025 on March 5 at the Impact Exhibition Centre Muang Thong Thani, Bangkok, Thailand to network and to share valuable ideas.
Among the many exhibition booths noted by Daily Express, the one put up by the Department of International Trade Promotion (DITP) with its various agencies like the Design Service Society, was most helpful in providing valuable insights on Thailand’s business product and service success, with topics on branding, design, innovation and promotion.
From the information provided by the exhibition display posters, “the branding process involves creating and managing a unique identity for a product, service, or company in the marketplace.”
It entails the development of a set of characteristics, values, and perceptions that differentiate a brand from its competitors, while fostering a connection with its target audience.
Therefore, it is vital to create and develop a brand identity that reflects the values and vision of a Thai company through unique brand design and communication strategies, aimed at fostering brand recognition and building credibility. A poster displaying the DITP value creation credo.
Businessmen were informed that “innovation will improve their products or solve problems in a novel way. As business competition intensifies, effective design and innovation have become crucial factors in providing corporations with a competitive advantage.”
This includes building a strong brand identity and image, enhancing communication with customers, boosting sales and marketing, differentiating from competitors, increasing customer loyalty, and enhancing credibility and professionalism.
“Graphic and communication design is also important, being a creative process that combines art and technology to deliver powerful and effective messages.
“Packaging design refers to the creation and development of the exterior of a product’s package. It is important to make the product visually appealing, functional, and informative.
“It involves the design of the materials, shapes, colours, images, and text that are used to contain and present a product to the consumer.
“Graphic designers can create ideas into visually engaging and impactful content, besides creating visual narrative that resonate with target audiences.
“Product and industrial designers can create innovative solutions across industries by analysing and researching materials, production techniques, and design principles.
“This helps to develop solutions to provide maximum benefits for both the user and the manufacturer.”
For the four-value creation with DITP, branding Thailand involves the promotion and the creation of brand image for Thai entrepreneurs to have internationally recognised brands into the international markets.
This will enhance market access and distribution. Programmes include Thailand Trust Mark (TMark) and international Design Week participation.
Innovation is enabling Thai entrepreneurs to compete in international trade by creating value besides promoting Thai entrepreneurs toward sustainability. This will create sustainable growth for Thai entrepreneurs with programmes like Smart Value Creation and Carbon Neutrality.
FSI President Richard Lim noted that branding enhances the potential of Thai entrepreneurs and promotes Thai exports in the global market with their programmes that include Idea Lab and PM’s Export Award. This is worth emulating in Malaysia.
He was impressed with the design expertise which helps to elevate and add value to products to help exporters present their products in international markets with quality, with programmes like Design Excellence Award (DEmark) with expertise of Talent Thai Designers’ room and Design Service Society.
There were many lessons to be learnt from such events for all business operators from analysis and research, materials and production techniques, besides how to create value, functionality, and designs that benefit both the user and the environment.
There are great insights shared on feasibility for industrial production and the potentiality for commercial profit, while aligning with brand identity and marketing objectives of many enterprises.
