Standardizing to protect the brand on a cultural basis will help ROX Group strengthen the brand's vitality to firmly step on the path of development.

28 years of building brand vitality

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 convenient ecosystem covering many fields: Urban and industrial park development; Hotels and resorts; Services and operations management; Construction; Technology; Financial investment...

a11111111.jpg
SOJO convenient hotel in ROX Group's convenient product/service ecosystem

In a letter to staff, Ms. Nguyen Thi Nguyet Huong - Chairwoman of the Board of Directors of ROX Group shared: “In the process of development from Nam Thang to VID Group, TNG Holdings Vietnam, each time there is a new name, a new identity, the Group begins a new journey to conquer new areas of operation and business. Our efforts on the journey of convenience 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 having successfully developed and called for investment in many industrial parks across Vietnam. When TNG Holdings Vietnam was born, names such as TNR Stars, SOJO, TNS... appeared a lot in the mass media".

When talking about building a business brand, experts often use the metaphor of an iceberg. The visible part is the visible elements such as the name, logo, product design, slogan, etc. The hidden part is the abstract element such as the customer's perception of the product - service, brand, and reputation of the business. These are the elements through which customers can distinguish the products and services of one business from those of another.

Corporate culture consultant and redesign expert Loan Van Son said: “A sustainable brand is always made up of the outer surface and the inner cultural stories. Those are the key behaviors, the values, the soul of the organization.”

a222222222.jpg
Corporate culture creates strong internal strength for ROX Group

Looking back at its development history, ROX Group has truly built a brand vitality from its internal cultural depth and has been recognized by the market. And today, from the perspective of management science, ROX Group names them as the core values ​​of its corporate culture: "Self-integrity - Proactive responsibility - Ultimate efficiency".

And to professionalize brand copyright, position itself as a distinct company, the 28-year-old multi-industry corporation with the support of branding experts and cultural reconstruction experts launched a new brand.

Standardizing brand and culture for sustainable development

Eight months before officially rebranding to ROX Group, the group officially announced the ROX gene culture platform with adjustments suitable for the development of the business.

Expert Loan Van Son assessed that ROX Group's decision to first build a cultural foundation and then transform its brand was a calculated move, creating a major, core change.

a3333333.jpg
Group refines cultural genetic code ahead of new brand launch ROX

According to the representative of ROX Group, the important reason for the brand change is that the name TNG is not registered for trademark protection in the main areas that the Group and its member companies are investing in, both domestically and internationally. The name change is in line with the brand development strategy as well as 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, the ROX Group 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 that has been cultivated over nearly 3 decades will be the luggage for ROX to move forward into the future.

A representative of ROX Group said: “ROX Group will begin a new development phase in a new context with many fluctuations. Our goal in this new phase is not only to conquer the domestic market but also to expand our operations abroad through cooperation, development and investment programs with foreign partners.”

Thanh Ha