The COVID-19 pandemic has persisted in the world and Thailand for over two years, showing no signs of stopping anytime soon. As brand builders or business operators, the ability to ‘grow’ and ‘persevere’ in such uncertain circumstances requires a comprehensive approach to navigate these challenges. This is especially true for real estate developers, a unique business that involves ‘creating projects today’ but completing them ‘in 2-5 years’. Thus, it demands more foresight and flexibility than typical businesses.

One real estate company worth watching for its adaptability is SC ASSET, a brand that customers find easily accessible and tangible, even in such circumstances. This was evidenced by their recent achievement of the Rising Star award at the TERRAHINT Brand Series 2021: DEVELOP THE LEADERSHIP BRAND IN A GAME CHANGING WAY event held at the end of 2021.

The TERRAHINT Brand Series is an annual event that disseminates in-depth research on the new living behaviors of urban residents, providing Thai real estate developers with tools to strengthen their brands and better meet the needs of residents. The event also includes discussions and special lectures to educate brand builders.

A significant highlight this year was the inaugural announcement of the Rising Star award, which was awarded to SC ASSET.

The Rising Star award is based on research that delves into the new living behaviors of urban residents, collected through two methods:
1. Qualitative data collection through focus groups (Qualitative Research: Focus Group, November 22-25, 2021), interviewing potential homebuyers interested in purchasing a home within 1-2 years, including Gen X, Gen Y, and Gen Z.
2. Quantitative data collection from a sample of 1,700 sets (Qualitative Research: Online Survey, October 29 - November 30, 2021) across all generations, analyzing only 1,000 sets focusing on those with purchasing power earning over 12,000 THB. Therefore, the research reflects the data of those capable of purchasing real estate priced at 1 million THB and above.

The Rising Star award is assessed based on two factors:
Factor 1: The total score across seven Brand Powerful Score categories that ranked highly compared to other brands, showing improvement from the previous year (2020). The seven categories include:
• Familiarity - I feel very familiar with this brand.
• Unique - I feel this brand is different from others in the market.
• Brand Love - I love the projects of this brand.
• Brand Famous - The projects of this brand are popular in Thailand.
• Trusted - I trust the quality of the projects from this brand.
• Dynamic - I feel this brand is constantly evolving.
• Meet Needs - The projects of this brand meet my needs.

Factor 2: Strong growth rates in both ranking and growth metrics. The Movement Brand Powerful Score shows that SC ASSET has increased its growth compared to the previous year (2020) by 134% (from 16% to 37%). This same score led to a ranking improvement from 7th to 3rd place.

Based on the same scores, when plotted on a line graph (Brand Powerful Status) of the top 12 brands, measuring the variables of ‘growth’ and ‘ranking’, SC ASSET falls into the Top Rank and High Growth categories for both variables.

The rapid growth and adaptation of the SC ASSET brand in 2021 can be likened to a unicorn in the industry.

Additionally, another survey that garners interest each year in the real estate sector compares real estate developers with various car brands through the eyes of homebuyers and consumer samples. Last year, SC ASSET was able to create a clearer image compared to the previous year (2020), where consumers viewed the SC brand as being in between Mercedes-Benz and BMW. In 2021, although the percentage decreased slightly, consumers leaned towards viewing SC ASSET as BMW.

It must be acknowledged that last year every brand faced unprecedented challenges. Reaching this point was not easy, just like SC ASSET, which had many interesting campaigns and projects that created a ripple effect for the brand.

Recently, SC ASSET launched the campaign “Start Luxurious!”, a major campaign at the beginning of the year offering ON TOP discounts of up to 5 million THB from January 10 to February 28, 2022, featuring 39 projects including houses, townhomes, and condos in prime locations, with prices starting from 2.39 to 50 million THB. Interested parties can register at https://bit.ly/3FevnP7.