On Oct 4, Jay Mart unveiled its new brand identity with the word "Jai", or heart, to reflect its passion in doing business.
Mr Adisak said the move aims to create emotional value for customers and change their perception of the group as it moves from a smart devices distributor to a tech investment holding company.
People still perceive Jay Mart as a phone and gadget shop, but the firm now has 20 subsidiaries with a market capitalisation of 200 billion baht, he said.
The new brand value comprises four core pillars of "H", consisting of "hands to do, heart to understand, head to innovate, and hope to inspire".
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