TNG Holdings Vietnam changes name to Rox Group

TNG Holdings Vietnam, a multi-industry corporation with 28 years of operation, has just announced its new name: Rox Group Joint Stock Company.

Ms. Nguyen Thi Nguyet Huong - Chairwoman of TNG Holdings Vietnam announced the transition to the Rox Group brand. Photo: Rox Group

Brand transformation

In 2023, TNG Holdings Vietnam focused on improving customer experience, optimizing data assets, and applying technology to management and business. In addition, the group completed refining its corporate culture and launched the Rox gene culture platform in May 2023.

At the business conference in early 2024, TNG Holdings Vietnam announced its name change to Rox Group Joint Stock Company (Rox Group), along with a new brand identity. The Group identified its mission in the new development phase: "Convenient Creativity" (innovation to bring convenience, utility and efficiency to customers).

The new logo consists of the brand name Rox and a flower of convenience created by 4 orange-yellow V letters, forming a solid rectangular frame, forming a whole with the meaning of "unity - strength - inseparability".

According to the company representative, the name Rox has two meanings. First, Rox means "cornerstone" - representing the solidity and foundation that the company has inherited after nearly 30 years of building and growing. Second, Rox is equivalent to excellence - representing the spirit of always moving forward, overcoming difficulties to reach the top.

The main reason for the repositioning of the brand is that the TNG name is not registered for trademark protection in the main areas that the group is investing in domestically and internationally.

Stemming from the need for brand protection and new directions in the group's business strategy, TNG Holdings Vietnam implemented a brand repositioning strategy.

Along with the launch of the Rox Group brand, the group also implemented a new brand strategy for its member units, in which TNG Realty changed its name to Rox Living (Rox Living); TNCons Vietnam to Rox Cons Vietnam; TNG Asset to Rox Asset; TNG Capital to Rox Capital...

"The launch of Rox Group, Rox Living... demonstrates the professionalism in copyright issues in particular and brand strategy in general of the enterprise, and at the same time marks a transition to a new stage - when internationality, innovation and humanity are raised to a new level", said the enterprise representative.

Along with promoting traditional values and updating trends, the company hopes to continue to leave an impression in the eyes of customers and partners with its professionalism and high professional capacity.

The goal of constant innovation and creativity

Rox Group is a multi-industry investment group, pioneering in creating convenient values for life through an ecosystem of urban and industrial park development, services, and financial investment, aiming to bring optimal convenience and harmonious benefits to customers and partners; contributing to improving the quality of life in localities across the country.

Rox Group promotes responsibility, aims for humanity - innovation - internationality, constantly strives to reach the highest standards and values in many fields.

"The group's goal in the new period is not only to conquer the domestic market but also to expand operations abroad, through cooperation, development and investment programs with foreign partners. The program will be implemented from this year," said Ms. Nguyen Thi Nguyet Huong - Chairwoman of the Board of Directors of Rox Group.

During its 28-year history of formation and development, the enterprise has gone through many important milestones and seized opportunities to expand its business fields, creating a convenient ecosystem of products and services.

Chairwoman of Rox Group Nguyen Thi Nguyet Huong. Photo: Rox Group — Chairwoman of Rox Group Nguyen Thi Nguyet Huong. Photo: *Rox Group*

The milestone marking the birth of the enterprise was in 1996, when Nam Thang Joint Stock Company (investing in the field of shoe processing for export) was established. When the second wave of FDI entered Vietnam, the founders seized the opportunity to invest in industrial park real estate. Vietnam Investment and Development Group (VID Group) was born.

In 2014, VID Group transformed its management model into TNG Holdings Vietnam, implementing residential real estate projects under the brand name TNR Holdings Vietnam. From here, an ecosystem of products and services for a more convenient life for Vietnamese people was formed.

From the core field of real estate, the enterprise expanded its investment to the fields of trade - services, hotels and resorts, energy, construction, and finance.

From 2022, the group will embark on a restructuring roadmap. The implementation of a new brand strategy with the launch of Rox Group and its respective sub-brands is part of the group's overall restructuring strategy. With a cultural foundation and human resources that are continuously trained to improve their capacity, the company confidently embarks on a new journey.

Aiming for growth in conjunction with developing an ecosystem for people, Rox Group also pays special attention to the impacts on the environment and society. The Group said it will systematically implement a green development strategy in all business areas, considering this the key to competition and growth in the new period.

Hoai Phong

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