AI SearchDeveloping branding strategy : (Record no. 28255)
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260818090506.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 020710s2001 th u m rtt 00| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b11857377 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no. SM-01-124 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Guignot, Laurent |
| 245 10 - TITLE STATEMENT | |
| Title | Developing branding strategy : |
| Remainder of title | a case study of the Singha Beer (Boon Rawd Brewery) in Thailand |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Bangkok : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2001 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 67 leaves |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-01-124 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Boon Rawd Brewery, Thailand's leading local brewer, is the producer of the most famous Thai beer: The Singha. This research study will focus on both the brand and marketing strategies used by Boon Rawd Brewery to develop and promote its main product, Singha lager beer. Although this study will center on the Thai market, it is important to note that Singha beer is also present in foreign markets such as that in the USA (where Singha is the best selling Thai beer) or those in other Asian countries. The main market is, of course, Thailand where Shinga competes against both local beers, and foreign brews like that of the Danish giant Carlsberg with its Chang beer (or elephant beer). This study will first present a brand inventory to provide a current comprehensive profile of how the Shinga beer is marketed and branded. The second aspect of this project will be the brand exploration. This will consist in doing some research to understand better what consumers think and feel about the brand. Finally, depending on the results obtained, this study will propose solutions and recommendations which may help to develop brand awareness. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Singha Beer |
| General subdivision | Business names |
| -- | Thailand |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tocquer, Gerard A., |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bechter, Clemens, |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Swierczek, F.W., |
| Relator term | Examination Committee |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-01-124 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B07449">http://203.159.5.9/ait-thesis/detail.php?q=B07449</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b11857377 |
| b | mnait |
| c | u |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) | |
| a | 240618 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 020710 |
| First date, FD (RLIN) | m |
| -- | a |
| -- | u |
| -- | 0 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 20-AIT Publication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 22-AIT Thesis (Replacement) |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 40-Archives |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120998330 |
| CREATED | CREATED : 2002-06-21 |
| RECORD Id | RECORD # : i12286308 |
| LPATRON | LPATRON : 1015788 |
| LCHKIN | LCHKIN : 2005-07-04 |
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| Barcode | Barcode : 30050120906440 |
| CREATED | CREATED : 2002-06-21 |
| RECORD Id | RECORD # : i12286394 |
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| Barcode | Barcode : 30050120608897 |
| CREATED | CREATED : 2012-10-10 |
| RECORD Id | RECORD # : i12702869 |
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| LCHKIN | LCHKIN : 2016-09-26 |
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| Barcode | Barcode : 30050160080510 |
| CREATED | CREATED : 2016-05-18 |
| RECORD Id | RECORD # : i12982258 |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 18/08/2026 | 50.00 | AIT RSPR no. SM-01-124 | 30050120998330 | 18/08/2026 | 1 | 18/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 18/08/2026 | 50.00 | AIT RSPR no. SM-01-124 | 30050120906440 | 18/08/2026 | 2 | 18/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 18/08/2026 | AIT RSPR no. SM-01-124 | 30050120608897 | 18/08/2026 | 3 | 18/08/2026 | 22-AIT Thesis (Replacement) | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 18/08/2026 | AIT RSPR no. SM-01-124 | 30050160080510 | 18/08/2026 | 1 | 18/08/2026 | 40-Archives |