Thailand’s most valuable brands in 2026: what MAMA, Big C and the banks teach smaller brands

Brand Finance, the UK-based brand valuation firm, published its Thailand 50 2026 report on 30 June 2026. It values Thailand’s 50 most valuable brands at about US$45 billion in total, roughly stable despite a slower economy.

Value is highly concentrated. The top 10 together account for US$27.2 billion, more than 60% of the total. At the same time, 18 brands recorded double-digit growth, so even in a flat market some brands are growing well.

Keep in mind that brand values are estimates based on each firm’s own methodology, so rankings from Brand Finance, Kantar and others will not match exactly. They are most useful for spotting direction and drivers, not as precise prices.

• PTT: US$8.7 billion, down 5% (most valuable)
• AIS: US$3.2 billion, up 9%
• Kasikornbank: US$2.6 billion, up 5%
• Big C: US$862 million, up 2% (strongest)
• MAMA: US$580 million, up 65% (fastest-growing)

Brand Finance measures two things: brand value in money, and brand strength through its Brand Strength Index (BSI), scored out of 100. This year Big C scored highest at 95.8, followed by Kasikornbank at 94.2 and Krung Thai Bank at 90.4. All three hold an AAA+ rating.

Notably, Big C’s brand value is a fraction of PTT’s, yet it scores higher on strength. Brand Finance attributes Big C’s strength to store expansion and initiatives aimed at tourists. A brand people meet often in daily life, and have good experiences with, can be strong without being the biggest.

PTT’s value fell 5%, but by Brand Finance’s estimate it still has the highest Sustainability Perceptions Value among Thai brands, at about US$778 million.

MAMA’s brand value rose 65% to US$580 million, making it the fastest-growing brand in the ranking. Brand Finance credits domestic demand, international expansion and premium product ranges.

This case stands out because MAMA has been familiar to Thai consumers for decades. Its growth did not come from changing its identity, but from extending existing familiarity into higher-value products and new markets. A strong brand is an easier base to grow from.

Earlier, in March 2026, Brand Finance’s Banking 500 2026 ranked Kasikornbank as the world’s fifth-strongest banking brand, up 18 places from 23rd the year before, with Krung Thai Bank at 14th.

The Thailand 50 report notes that Kasikornbank’s non-interest income rose 15% in 2025, offsetting softer lending growth. AIS grew on subscriber gains and the integration of 3BB, becoming Thailand’s largest fixed broadband provider. Both cases show that extending services customers use every day strengthens the brand.

Small and mid-sized businesses do not need to be ranked to use these lessons. First, brand strength can be built at the touchpoints customers meet most often: the shopfront, website, chat and packaging. When every touchpoint delivers a good and consistent experience, the brand grows stronger without huge ad budgets.

Second, MAMA shows that extending a familiar brand into premium products or new markets can be worth more than a full rebrand. Before changing a logo or name, ask what customers are attached to in the existing brand.

Third, when the top 10 brands hold more than 60% of total value, smaller brands need to pick their ground carefully. Compete where you understand customers more deeply, rather than trying to look like a big brand.

Use this list for a simple check of your own brand strength before making a large investment.

None of this needs a ranking-sized budget. Strong brands are usually built through many small, consistent decisions, made the same way every day.

• Map every customer touchpoint and score how well each reflects your brand.
• Ask regular customers what they remember you by and why they choose you.
• Consider extending products or markets from existing strengths before thinking about a rebrand.
• Create a simple brand guide so staff and contractors use the same visuals and tone.