The sustainability of export growth and popularity of the export products from Thailand demands increased consumer awareness and recognition of the individual brand names. The Department of Export Promotion, in cooperation with the public and private sectors, has encouraged Thai manufacturers and exporters to realize the importance of promotion their products under their own brand names in the international markets.

   In the beginning, the initiative was taken by the department was to create a brand name specifically designed as a medium for promoting consumer recognition and confidence in the products from Thailand under the banner "Thailand's Brand".

   The objective behind to creation of Thailand's Brand is to enhance Thailand's image as an efficient and effective producer and exporter of a wide diversity of quality goods and services. It is envisaged that the brand name will add value to Thai products and give Thailand a competitive edge on a sustainable basis.