03354nas|a2200433 i 4500 20260818090506.0 020710s2001 th u m rtt 00| a1eng d .b11857377 AIT RSPR no. SM-01-124 Guignot, Laurent Developing branding strategy : a case study of the Singha Beer (Boon Rawd Brewery) in Thailand Bangkok : Asian Institute of Technology, 2001 67 leaves Research studies project report ; no. SM-01-124 A research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 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. Singha Beer Business names Thailand Tocquer, Gerard A., Chairperson Bechter, Clemens, Examination Committee Swierczek, F.W., Examination Committee Asian Institute of Technology. Research studies project report ; no. SM-01-124 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B07449 .b11857377 mnait u 240618 0 020710 m a u 0 mnait mnait mnarc mnarc 20 22 40 Barcode : 30050120998330 CREATED : 2002-06-21 RECORD # : i12286308 LPATRON : 1015788 LCHKIN : 2005-07-04 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 4 TOT RENEW : 3 Barcode : 30050120906440 CREATED : 2002-06-21 RECORD # : i12286394 LPATRON : 1015709 LCHKIN : 2004-11-13 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 5 TOT RENEW : 2 Barcode : 30050120608897 CREATED : 2012-10-10 RECORD # : i12702869 LPATRON : 1026931 LCHKIN : 2016-09-26 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 2 TOT RENEW : 1 Barcode : 30050160080510 CREATED : 2016-05-18 RECORD # : i12982258 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 28255 28255 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no. SM-01-124 30050120998330 2026-08-18 09:05:06 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no. SM-01-124 30050120906440 2026-08-18 09:05:06 2 2026-08-18 20 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no. SM-01-124 30050120608897 2026-08-18 09:05:06 3 2026-08-18 22 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no. SM-01-124 30050160080510 2026-08-18 09:05:06 1 2026-08-18 40