Standardizing brand protection on a cultural basis will help ROX Group strengthen the vitality of the brand to firmly step on the path of development.
28 years of building vitality for the brand
28 years ago, the founders of ROX Group entered the market with the starting point of Nam Thang Shoe Manufacturing Company. And after nearly 3 decades, the enterprise has grown into a leading multi-industry corporation in Vietnam with a beneficial ecosystem covering many fields: Urban and Industrial Park Development; Hotels and resorts; Service and operations management; Build; Technology; Financial investment…
In a letter to employees, Ms. Nguyen Thi Nguyet Huong - Chairman of the Board of Directors of ROX Group shared: "During the development process from Nam Thang to VID Group, TNG Holdings Vietnam, each time there is a new name, an identification This is another time when the Group begins another journey to conquer new areas of operations and business. Our efforts on a beneficial journey are always highly appreciated by the business community and customers. Nam Thang has always supported other businesses to complete orders on time. VID is trusted for successfully developing and calling for investment in many industrial parks across Vietnam. When TNG Holdings Vietnam was born, names like TNR Stars, SOJO, TNS... appeared a lot in mass media."
When talking about building a business's brand, experts often use the image of an iceberg. In particular, the floating part is the visible elements such as the name, logo, product design, slogan... While the hidden part is the abstract elements such as the customer's feelings about the product - service, brand. , corporate reputation. These are the factors through which customers can distinguish the products and services of one business from another.
Corporate culture consultant and reconstruction expert Loan Van Son said: "A sustainable brand is always made up of its external appearance and internal cultural stories. Those are the key behaviors, values, and soul of the organization."
Looking back at its development history, ROX Group has truly created brand vitality that comes from internal cultural depth and is recognized by the market. And today, from the perspective of management science, ROX Group names them as the core values of corporate culture as "Self-integrity - Proactive responsibility - Effectiveness to the end".
And to professionalize brand copyright and position itself as a different company, the multi-industry corporation with a 28-year history along with the support of brand experts and cultural reconstruction experts launched new brand.
Standardize brand and culture for sustainable development
8 months before officially converting the brand to ROX Group, this group officially announced the ROX genetic cultural platform with tweaks suitable for the development of the business.
Providing the cultural foundation first and then converting ROX Group's brand is considered by expert Loan Van Son to be a calculated step, creating a major core change.
According to a representative of ROX Group, the important reason for the brand change is that the TNG name cannot be registered for trademark protection in the main areas that the Group and its member companies are investing in, including in domestic and international. The name change is consistent with the brand development strategy as well as the new directions in the business strategy of the enterprise in the coming time.
Continuing to face challenges to make the new name familiar to customers, ROX Group's leadership firmly believes that the cultural foundation will be a strong source of energy, quickly building strength for the ROX brand. The pioneering spirit, constant creativity and innovation of the team, which has been cultivated for nearly 3 decades, will be the luggage for ROX to move forward into the future.
ROX Group representative said: "ROX Group will begin to enter a new development path in a new context with many changes. The goal we set in this new period is not only to conquer the domestic market but to expand our activities abroad through cooperation, development and investment programs with foreign partners. ”.
Thanh Ha
