Brand Image Management Strategies Affecting Trust and Loyalty of Infant Care Product Consumers in Thailand

Abstract

This qualitative research explored brand image management strategies that affected trust and loyalty among consumers of infant care products in Thailand. Data were collected through in-depth interviews with key informants, comprising two marketing academics specializing in brand strategy and five entrepreneurs operating in the Thai infant care product industry with at least five years of experience. Thematic analysis was employed to analyze the collected data, yielding the following key findings: The core of brand image building for infant care products in Thailand lies in sincerity, safety, and emotionally resonant communication with parents, particularly among modern mothers who prioritize both product quality and brand confidence. (1) Key strategies influencing trust include transparent information disclosure, authentic user reviews, revealing production processes, and sincere after-sales service. Sellers must demonstrate genuine intent in their transactions to consumers. (2) The relationship between trust and loyalty is strong. If a brand can create memorable and positive initial experiences for customers, loyalty will follow and can be further cultivated through CRM activities, long-term engagement, or the establishment of online community groups for infant care products. (3) Regarding Thai versus international strategies, the Thai market places significant emphasis on emotions, warmth, and tangible credibility, whereas international markets tend to focus on rationality, standards, and innovation. Brands seeking to dominate both markets must adapt their strategies to suit each country’s cultural context. In conclusion, effective brand image management is ultimately not about presenting a beautiful image but rather about building a value-based relationship that meets the real-life needs of parents and evolves alongside the changes in Thai families. Successful strategies within the Thai context must be rooted in culture, parental emotions, and a focus on long-term relationships rather than short-term sales, which will enable brands to achieve sustainable growth in consumer perception.