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Rebranding Thailand through football - food for thought?

Author

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  • Nnamdi O. Madichie
  • Chris Mbah

Abstract

The purpose of this exploratory study is to highlight the potential of sports and especially football as nation branding tool. Taking the particular case of a developing Association of Southeast Asian Nations (ASEAN) country, Thailand, which has been embroiled in a catalogue of negative brand perceptions, the study highlights a potential avenue for rebranding. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation - especially the on-pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF). Overall the study advances a potential avenue for a perception change of global observers (including potential investors) of a country with a historically entrenched negative brand image.

Suggested Citation

  • Nnamdi O. Madichie & Chris Mbah, 2015. "Rebranding Thailand through football - food for thought?," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 25(1), pages 1-17.
    • Handle: RePEc:ids:ijesbu:v:25:y:2015:i:1:p:1-17
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    Cited by:

    1. Ted Hayduk, 2019. "Leveraging sport mega events for international entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(3), pages 857-881, September.

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