Best Denki rebrands in Singapore after 25 years

With a new tagline, “Those who know, know Best”, Best Denki Singapore, one of the oldest consumer electronics superstores in the country, has launched its first rebranding campaign after 25 years.

The campaign is carried across press, radio, out-of-home, in-store, as well as online. A brand new website was also developed to drive a new user online experience. A regional rollout of the ads can be expected.

The client’s brief for the brand relaunch was for to build on its success and retain its top of mind position when a customer wants to purchase an electronic product. LH.M Advertising was awarded the business in September after a four-way pitch.

For the ads, LH.M Advertising built on the advice Best Denki has handed out to its customers over the years. Its series of advertisements bring ‘expert’ advice about household and electronics products from Best Denki customers.

Better customer service, with the retraining of store staff, is also part of the rebranding. The stores will also be redesigned to serve different segments of Best Denki's customers better.

Herman Lee, CEO of LH.M Advertising, who is behind the rebranding said, “Sometimes a company might put aside its branding component when its business is doing well.”

Best Denki Singapore’s managing director CJ Raj said the new tagline in ads served to remind their customers of Best Denki's strong knowledge base and rich heritage, having been in Singapore for 25 years.

“We therefore understand our customers’ needs and aspirations clearly,” said Raj.