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Tiger Balm is an interesting example of a truly Asian brand that has gained international recognition. It is a herbal ointment remedy passed down through generations, with its origin in the imperial courts of China, whose warlords and emperors needed relief from aches, pains, and a variety of other ailments. The Aw family were the ones who developed the product and the brand. Patriarch Aw Chu Kin passed his knowledge of Chinese medicine to his sons, Boon Par (meaning gentle leopard) and Boon Haw (meaning gentle tiger). The "Tiger" in the brand name comes from Boon Haw's name. Boon Haw was also the pioneer marketer of the product. The company name of Haw Par comes from the last names of both brothers. Tiger Balm is now an international brand based in Singapore, with sales in excess of S$100 million. Control of Haw Par and Tiger Balm has passed, as it inevitably does in such situations, from the family to a large corporate group. However, the packaging still retains the old reproduction photographs of the two brothers, with their names in Chinese and English. The springing tiger logo, created by Boon Haw, has always been the trademark of the brand, successful creating a high degree of awareness and recall in global markets. The packaging - consisting of an official-looking, imitation paper seal as the cover over the small hexagonal jars and round cans - has made the product so unique that it stands out easily from other international competitors, of which there are many. Yet, the brand had managed to look modern while retaining its heritage. To build a brand, a company must also have a quality product, and Tiger Balm scores well in this aspect. The original recipe for the ointment has been enhanced with additives from Western and Chinese medicines. It has multi-usage positioning and application - relieving headaches to muscular sprains and aches; both young and old people use it. It is also positioned as a sports-injury product, endorsed by sports personalities, thus giving it a wider customer base. Tiger Balm has a tremendous heritage following in Asia, and it is now successfully marketed in over 70 countries worldwide. It has made the leap from its Asian beginnings as a folk remedy to a truly international brand. Brand strengths: tiger symbolism, unique packaging, heritage, multiple usage created by strong target-user, multi-positioning strategy.
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