Sustainable Branding

Importance

In the current landscape, where businesses are required to integrate environmental, social, and economic (ESG) considerations into their operations and disclosures, OR recognizes the critical importance of transparency and accuracy in communication. Inaccurate or incomplete information may lead to adverse consequences, such as misleading consumer understanding, misaligned strategic planning, or risks of non-compliance with consumer-protection laws. Transparent and comprehensive disclosure therefore strengthens stakeholder trust, reinforces social responsibility, and supports sustainable development. This includes economic benefits through enhanced competitiveness, environmental benefits through reduced resource impacts, and social benefits through the protection of human rights throughout the value chain.
OR also acknowledges that negative impacts may arise not only from direct operations but also from business relationships, including Business Partners and Suppliers in supply chain, if communication is inaccurate or unfair. Accordingly, OR has established governance guidelines for communication and marketing that comply with consumer-protection regulations and has strengthened measures to verify information accuracy. These efforts aim to prevent human-rights violations and ensure that positive impacts are maximized for the benefit of society.

2025 Targets

Note: Based on the results of the Brand Health Check survey conducted in 2024.

Management Approach

OR 2030 Goals

OR aims to develop the corporate image to reflect the company’s vision “Empowering All Toward Inclusive Growth” and OR 2030 Goals, which encompass 3 dimensions of sustainable growth:

1. 1. Living Community: Enhancing quality of life and fostering livable communities.
  2. Economic Prosperity: Promoting inclusive growth and expanding opportunities and shared prosperity for stakeholders.
  3. Healthy Environment: Reducing greenhouse gas emissions, increasing the share of clean energy, and minimizing waste generated from business operations.

For more details on the strategy and OR 2030 Goals, please see the chapter “Sustainability Policy and Strategy”

Management Approach for Ethical Marketing & Advertising

OR’s Ethical Communication and Advertising Standards
OR is well aware of the organization’s responsibility in providing accurate and unbiased information, especially communication and advertising that do not make exaggerated claims. OR has established regulations to govern the organization’s communication and advertising work guidelines. OR aims to comply with the Ethical Communication and Advertising Standard as follows:

1. 1. OR communicates information and news of the organization, including products and services of OR Group, accurately and ethically. This is done with a focus on transparency to ensure that consumers receive true information and do not suffer any harm from using the products. This commitment includes refraining from making false or exaggerated statements about the source, condition, quality or characteristics of OR products or services, as well as the delivery, supply or use of such offers.
  2. OR communicates responsibly without exaggerating information and news about the organization, including products and services in the OR group that have an impact on society and the environment. OR promotes a clear understanding of products and services to avoid misconceptions or misunderstandings.
  3. OR refrains from communicating information and news that may affect the minds, reputation, honor or other benefits through all media channels that affect all stakeholders, especially vulnerable groups such as children and youth, and those who do not know about the product in order to protect and not create negative impacts.
  4. OR refrains from communicating false information about the company’s image, products and services of competitors in order to create fair and legal competition in the market and to enable stakeholders to be aware and make decisions with correct information.

In addition, Sustainable Branding has been identified as one of the important issues that have been defined as principles and guidelines for consideration, setting indicators, and examples of good practices are specified under the OR Reputation Management and Policy in the OR Group Way of Conduct

Ethical Communication & Advertising Culture
OR places strong importance on ethical communication and advertising by integrating responsible communication principles into the Corporate Governance Handbook, the Code of Conduct, and the employee guidelines. These serve as a unified standard for directors, executives, and employees at all levels. OR also conducts regular knowledge-sharing sessions and case study discussions to strengthen awareness of social and consumer responsibility. In addition, OR has established monitoring and reviewing mechanisms, along with complaint channels, to prevent communication or advertising practices that may cause misunderstanding. These measures help ensure that marketing activities are conducted with transparency, responsibility, and alignment with international standards.

Brand Management Metrics

OR conducts an annual Brand Health Check survey to measure brand value and corporate image and to evaluate the effectiveness of communicating a sustainable corporate image. The survey covers all key stakeholders of the organization, including society and communities, business partners, customers, OR employees, OR shareholders, the general public, investors, community leaders, and the media. The evaluation is based on two indicators:

1. 1. Brand Strengths
  2. Net Promoter Score

OR analyzes the survey results to refine communication strategies in alignment with consumer expectations, strengthen brand trust, and build a sustainable base of brand advocates. The findings are reported to the OR Management Committee (ORMC) to support the development of future advertising and public relations strategies.

Performance

Number of incidents of violations of marketing communication regulations
From conducting business transparently and caring for consumers, it was found that in 2025, there were no incidents of violations of marketing communication regulations or false advertising of products and services.

Marketing Indicators Survey Results
OR conducted brand value measurement among stakeholders in 2024. The details of the Brand Strength score were 79.5 points. The average score of the three sustainability indicators were as follows:

- - People: Being a company that improves the quality of life, helping to create growth opportunities, and developing the well-being of society and communities, 79.1 points.
  - Planet: Being a sustainable environmentally friendly business, 80.1 points, and
  - Performance: Being an organization that helps create jobs, and careers, and distributes income to all groups of people, 79.7 points.

The overall scores in all three dimensions were 1.9 points higher than the target set for 2024, which was 77.6 points. The Net Promoter Score (NPS) evaluation results, which is a tool for measuring customers’ willingness to recommend products and services, were 53 points, equal to the target set for 2024, which was 53 points.

Awards and Recognition
In 2025, OR continued to receive awards that reflect the strength of its brand across all three sustainability dimensions. Key recognition includes:

1. 1. Marketeer No.1 Brand Thailand 2024 Award for the No.1 popular brand in Thailand from a survey of leading companies from Marketeer magazine and Marketeer online. OR has been ranked as the most popular brand for the 14th consecutive year. Five flagship brands were recognized as the most preferred by consumers in their respective categories: Café Amazon in the Coffee Shop category, PTT Lubricants in the Automotive Engine Oil category, PTT Station in the Petrol Station category, EV Station PluZ in the Electric Vehicle Charging Station category, and PTT LPG in the LPG Cylinder category.
  2. World Branding Awards for the 8th consecutive year as the Brand of the Year: National Tier 2024-2025. OR is the only Thai brand to receive an award in the Petrol/Gas Stations and Retailer – Coffee categories.
  3. Thailand’s Most Admired Brand 2025, recognized as the most trusted brand in the Petrol Station category for 22 consecutive years by BrandAge, together with the special Innovation Brand Award, which highlights OR’s outstanding and continuous innovation.