Thailand’s Most Talked-About Brands (February 2024)

Insurance provider AIA has registered the biggest boost in Word of Mouth (WOM) Exposure in Thailand for the month of February of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the insurance brand saw an uplift of 21 percentage points during the four-week period.

AIA recently announced the suspension of accepting paper documents for single life and accident insurance customers from May 1 onwards. The brand also opened AIA One Billion Trail 2024 registrations, a fund-raising trail running event taking place later this year. Its investment arm, AIA Investment Management, was also among the top private funds picked for growth in 2024 by Bangkok Post.

According to data from YouGov BrandIndex, AIA's WOM Exposure score rose from 21.4 on 1 February to 42.4 by 29 February. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, Muang Thai life Assurance recorded a 11.3-point spike in WOM Exposure, rising from 11.1 on 3 February to 22.4 by 29 February, while Thai Life Insurance saw its WOM Exposure climb 10.6 points from 12.6 on 1 February to 23.2 by 29 February.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 1 to 29 February 2024. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.