Nippon Paint Decorative Coatings (Thailand) Co., Ltd., the manufacturer and distributor of Nippon Paint in Thailand from Japan, has been recognized as the best decorative coating brand of the year by winning the prestigious “Superbrands Thailand 2024” award. As Asia’s no.1 and the World’s no.4 largest paint manufacturer and distributor, Nippon Paint stands out as the only decorative coating brand among 26 leading brands from various product categories to receive this accolade. This recognition, spanning over 20 years on the global stage, was determined by rigorous criteria, including votes from 15,000 consumers nationwide and insights from over 3,000 branding and marketing experts. It reflects the enduring trust Thai consumers have placed in Nippon Paint over its 57-year history of delivering world-class paint to Thailand. Demonstrating the success of its marketing strategy, the “Inspired by You” concept enables the brand to resonate with diverse consumer lifestyles, catering to the unique preferences of every customer group.

Nippon Paint was also honored with the “Cover of the Year 2024” award for its beautifully crafted cover design that projects the brand’s identity with outstanding flair. The design garnered the highest number of votes among the 26 Superbrands present at the award ceremony.

Mr. Watchara Siriritthichai, General Manager at Nippon Paint Decorative Coatings (Thailand) Co., Ltd., expressed that he felt deeply honored to receive the “Superbrands Thailand 2024” award, recognizing Nippon Paint as the best decorative coatings brand of the year. The achievement was a testament to the combined efforts of all Nippon Paint employees in building a brand that resonates with consumers across all groups. The award reflected the trust and loyalty Thai consumers have placed in Nippon Paint over more than five decades of delivering world-class decorative coating products to Thai homes and buildings. The company remains committed to delivering the best decorative coating innovations for Thai consumers.

This year, Nippon Paint has adopted a more proactive approach through its new strategy, centered on the concept of “Inspired by You”, which is based on three core principles: (1) customer-centric approach: understanding and addressing customers’ true needs; (2) customized solutions: developing products and services tailored to solve customer-specific problems; and (3) concrete innovation: creating high-quality, standard-compliant innovations that could withstand any tests. These principles have guided every aspect of Nippon Paint’s operations, from product development and services to marketing and branding.

The “Inspired by You” campaign also marked a significant shift in the brand’s image this year, with a series of “Inspired by You” commercials emphasizing Nippon Paint as a “customer-centric” decorative coating brand. The brand awareness they create highlights Nippon Paint’s ability to understand and cater to the diverse identities and preferences of its customers. Beyond its specialty in decorative coating innovation, Nippon Paint also aims to address practical needs, offering colorful solutions to customers across all demographics that are not only effective, but also beautiful for the world. Targeting Gen X, Gen Y, and Gen Z, Nippon Paint has employed a comprehensive 360-degree marketing strategy, incorporating radio, out-of-home media, influencers (key opinion leaders, or KOLs), and social media platforms, all channels through which the customer journey of the target audience traverses.

In addition to its marketing efforts, Nippon Paint is committed to sustainability and community development through the “Nippon Paint: Colour of Happiness” project. This initiative supports community restoration, such as assisting flood-affected areas in Chiang Rai province, further solidifying Nippon Paint’s reputation as a brand that truly connects with and supports Thai society.

Mr. Watchara emphasized that receiving the Superbrands Thailand 2024 award was a tremendous honor for Nippon Paint, reflecting its status as a world-class decorative coating brand recognized for product quality and innovation. The company’s “Think Global, Act Local” approach effectively penetrates markets in each country. As to the brand vision, Nippon Paint focuses on creating diverse brand experiences with marketing activities that connect with consumers at every touchpoint, enabling the company to achieve steady and sustainable growth.

The Superbrands Thailand 2024 award is a globally recognized accolade that has been honoring outstanding brands for over 20 years. Winners are those whose brand awareness and customer responsiveness are exceptional, selected based on feedback from more than 15,000 consumers and over 3,000 branding and marketing experts. Judging is based on three key criteria: Brand Quality, Brand Affinity, and Brand Personality.

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