Isentia, APAC’s leading media intelligence and insights specialist have released a list of ‘Most Reputable Brands of Thailand fighting the COVID-19’. Isentia’s Reputation Rankings report uses key data from mainstream media to rate performance of brands fighting the COVID-19 across the three pillars of Isentia’s Reputation Framework – Strategy, Culture and Delivery.
The Ministry of Public Health was viewed as the most reputable brand in Thailand fighting the COVID-19 while Thai AirAsia (AirAsia also came in first and fourth for Malaysia and Indonesia respectively) and AIS rounded off the top three position. Huawei, Airports of Thailand, Muang Thai Life Assurance and Lazada followed closely with fourth, fifth, sixth and seventh position respectively.
Thailand’s Ministry of Public Health showed proactiveness in handling the COVID-19 crisis by initiating processes to prevent a pandemic since early January which contributed to very low COVID-19 infection rate in Thailand.
Thailand’s Ministry of Public Health was also praised for responsive actions to curb the spread of fake news through promptly releasing updates on the COVID-19 situation.
Thai AirAsia demonstrated quick response in managing the COVID-19 crisis and showed care for their customers by allowing postpone or cancellation of their flights for free. Thai AirAsia also volunteered to repatriate stranded Thailand’s citizens back from Wuhan despite the COVID-19 risk leading to good reputation for the brand. Thai AirAsia scored well on Strategy pillar for decisiveness and quick response, and Culture pillar for caring for their customers.
AIS was commended for expressing care and concern for everyone affected by the COVID-19 outbreak in China. AIS also received positive feedback from offering complimentary roaming service to customers in China to contact the Royal Thai Embassy in Beijing and to make emergency calls to AIS for support.
Additionally, AIS also volunteered to participate in an initiative to educate Village Health Volunteer about COVID-19 and other related health information. AIS scored well Strategy pillar for their leadership and decisiveness, and Culture pillar for generosity and care to their customers.
Prashant Saxena, Head of Insights for Asia, Isentia mentioned, “Crisis response to COVID-19 also presents brands with an opportunity to improve their reputation. The business continuity strategy, strength of internal culture and customer-first delivery are the three ways in which brands can support their worried customers better.”
For this study, six weeks’ worth of data was harvested and processed from a total of 6k+ Thailand-based public social media channels. Posts were tagged into three reputation pillars and its fifteen sub-attributes through machine learning, contextual assessments and qualitative deep dives.