Every month, YouGov identifies the brands generating the strongest surge in Word of Mouth scores in Thailand.

Using data from YouGov BrandIndex, our daily brand tracking solution, we measure Word of Mouth, the percentage of people who say they have talked about a brand with friends or family in the past two weeks. The brands featured here recorded the largest increase in Word of Mouth in the latest month compared to the previous month.

Word of Mouth Marketing Thailand: Brands with the strongest growth in May 2026

  1. Spotify – 11.0 percentage-point increase (from 14.6% in April to 25.6% in May)
  2. Kratingdaeng – 9.0 percentage-point increase (from 6.4% in April to 15.4% in May)
  3. Doi Kham – 6.8 percentage-point increase (from 11.0% in April to 17.8% in May)
  4. Line Man – 6.1 percentage-point increase (from 20.5% in April to 26.6% in May)
  5. True ID – 6.0 percentage-point increase (from 15.6% in April to 21.6% in May)
  6. TravelGo – 5.7 percentage-point increase (from 5.7% in April to 11.4% in May)
  7. BMW – 5.2 percentage-point increase (from 16.5% in April to 21.7% in May)
  8. Booking.com – 4.9 percentage-point increase (from 15.4% in April to 20.3% in May)
  9. Tesla – 4.7 percentage-point increase (from 19.9% in April to 24.6% in May)
  10. Volvo – 4.7 percentage-point increase (from 7.6% in April to 12.3% in May)
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Methodology:

YouGov BrandIndex collects data on thousands of brands every day. Word of Mouth score is based on the question: “Which of the following brands have you talked about with friends or family in the past two weeks?"

Rankings in this article are based on change in Word of Mouth scores. To qualify as top improvers, a minimum base size of 300 (n) is required. In cases where the change in scores is the same between two brands, the current scores are used as a secondary metric to determine their ranking.

Brands tracked across multiple sectors are ranked based on their highest-performing sector. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking.

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