Nippon Paint, the leading innovative paint brand from Japan, ranked number 1 in Asia and number 4 in the world, has announced its brand strategy for the year 2569 under the concept 'Japanese Paints Designed for You.' This reinforces its stance as a 'Thinking Brand,' a brand that differentiates itself through its 'thought processes and practices' beyond just competing on product features.

With over 145 years of experience, the brand adheres to the principles of 'Think Before You Produce' and 'Think for Life, Not Just Products.' It believes that paint is not merely a surface decoration material but a crucial element of quality of life, the essence of living, living spaces, and the long-term experiences of consumers.

Mr. Watchara Sirithichai, General Manager of Nippon Paint Decorative Coating (Thailand) Ltd., stated, 'In 2569, we aim to communicate the brand's identity on a deeper level. Nippon Paint is not just a brand of the highest quality paint but a brand with a clear philosophy, developing solutions with long-term responsibility towards consumers and the environment.'

The Thinking Brand concept and practices of Nippon Paint reflect the foundational Japanese way of thinking that emphasizes meticulousness, responsibility, and long-term vision through Craftsmanship-led Innovation, which combines Japanese precision with continuous research and development.

'Thinking Every Drop Like Nippon' is not just a marketing communication but a principle of operation that encompasses everything from pigment development, adhesion technology, weather resistance, to the health impacts on users and the environment in the future. The care that resembles craftsmanship in these pigments will be conveyed to create physical comfort and peace of mind for users, fostering trust and attachment to their living spaces. In 2569, the company will advance its brand communication in a more contemporary manner through a Hero Campaign that conveys the process of 'Thinking' in every dimension of product development, from small spaces to large projects, while reflecting the spirit of Japanese care embedded in the corporate culture.

(Watch Nippon Paint's advertisement: https://www.youtube.com/watch?v=W0u_XSE9jYE)

The communication strategy this year aims to build both Brand Familiarity and Brand Preference among the target group 'The Conscious Lifestyle Curator,' which includes homeowners, designers, architects, and project developers who value quality, detail, and meaningful decision-making.

'Our long-term goal is to be the paint brand that consumers think of first, not because of price or promotions, but because of their confidence in our way of thinking and practices,' Mr. Watchara said. 'Nippon Paint will continue to develop solutions that think for life, think for spaces, think for the spirit of living, and think for a future that respects the world.'