Everyone who has visited Thailand knows SINGHA beer, and the mythical lion that appears on its label. It is the flagship product of the Boon Rawd Brewery Co. Ltd., a large enterprise that markets both alcoholic and non-alcoholic beverages. However, following industry deregulation in the early 90s, a new economy beer segment emerged and Singha lost its #1 position. Boon Rawd asked Interbrand Tokyo to develop a brand strategy that would help their brands collectively recover the majority share of the beer market and enhance product portfolio synergies.
From 2004 to 2007, Interbrand partnered with Boon Rawd to revitalize the SINGHA brand and put in place a comprehensive system of visual and verbal identity guidelines.
We audited a broad range or brand communications and conducted qualitative as well as quantitative research to better understand brand perception and strengths relative to major competitors. The study looked at both the SINGHA product brand and the Boon Rawd corporate brand to ascertain their relative brand equities. The research revealed that SINGHA was more trusted and therefore a stronger endorser for other products in the portfolio.
The solution we proposed was the creation of a new corporate brand, SINGHA CORPORATION, to manufacture and market the various beverage brands. We also developed a defensible position for the flagship SINGHA brand as a premium lager, supported by the popular economy brand Leo and soon-to-be-launched Singha Light.
Comprehensive visual and verbal identity systems were developed for SINGHA CORPORATION, and the three beer product brands. Special care was taken with the iconic SINGHA mark, which underwent dozens of small, detail revisions before everyone was happy. We celebrated its reincarnation by creating an animated logotype for use in advertising, events, and online brand promotions.
We wrapped it all up with Thai and English-language communication guidelines that codified everything for the internal marketing team and agency partners. Then we stepped back and let "The Lion of Asia" reclaim its leadership position.
Today, Singha Corporation is the largest beer producer in Thailand. "Interbrand was instrumental in making our brands more competitive" said marketing director Chutchai Wiratyosin.