BRAND CRISES Cambodia Border Issue Hits Thai Image

Last year we had the 'red shirt' debacle and now the international media is playing up a David versus Goliath passion play over the current border tensions.
As Cambodia is asking for United Nations and international intervention, the Thai messaging is coming out extremely negative and non conciliatory.
Another nearby neighbor Laos is coming under similar scrutiny over its damming of the Mekong River.
For Thailand brand equity for its tourism industry and far larger national identity are part and parcel of the same, and unfortunately in many cases sentiment rather than fact rules the roost.
Perhaps it's time to go through a rethink about the Amazing Thailand tagline.