Brand building strategies of Thai luxury beauty and wellness brands

Over the years, the people of Thailand have become increasingly conscious about health and beauty issues. The consciousness both in health and beauty of the people in Thailand has resulted in a consequent increase in the market size of customers who follow health trends. In direct correlation to this, entrepreneurs across the country started investing in this industry as well. Studying this market sector is quite interesting and helps you understand a lot about how the business works. The research will focus on brand building strategies of Thai luxury beauty and wellness brands from the perspective of entrepreneurs and consumers. This research explores and focuses to study the brand building strategies used by the entrepreneurs of Thai luxury beauty and wellness brands in improving their brand performance; and to identify customer buying behavior towards Thai luxury beauty and wellness brands. In the interest of brevity, the research focused on the two Thai luxury health and wellness brands: Panpuri and Helios, respectively. The results from this research found that the entrepreneurs of each brand and the consumer perception, it is evident that consumers of the two brands have good perceptions towards the products and the brands’ image. This confirms that the branding identity and branding personality strategies of both brands are effective. Both entrepreneurs have strong conviction in providing their customers quality products and services. It can be assumed that, according to the positive impression of customers of both brands, entrepreneurs and the brands have successfully delivered their promises to their target customers.The findings from this research may provide insights and fruitful implications to other business managers or marketing managers not only beauty industry but also various industries with effective strategies, in marketing that may positively influence their brand.