TNG Holdings Vietnam repositions its brand, announces new name

A shift in brand strategy

Chairwoman of the Board of Directors Nguyen Thi Nguyet Huong officially announced the transition to the ROX Group brand.

In 2023, TNG Holdings Vietnam will continue to focus on improving customer experience, optimizing data assets, and applying technology to management and business activities. In addition, the Group will complete the refinement of corporate culture and launch the ROX gene culture platform in May 2023.

At the Business Conference in early 2024, TNG Holdings Vietnam officially announced the change of the company name to ROX Group Joint Stock Company (ROX Group), along with a new brand identity. The Group's mission in the new development phase is "Convenient Creativity", with the new logo including the brand name ROX and the beneficial flower created by 4 orange-yellow V letters, forming a solid rectangular frame, forming a unified - strong - inseparable entity.

The name ROX has two meanings. First, ROX means cornerstone - representing the strong certainty, the foundation that the business inherited after nearly 30 years of building from the first faltering steps. Second, ROX means excellence - representing the spirit of always moving forward, overcoming all difficulties and obstacles to reach the peak and perfection.

The important 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, both domestically and internationally. In the context of increasingly deep international economic integration, the brand is one of the three intangible assets that are decisive for businesses, so the failure to register the brand has hindered the Group's new development strategies. In particular, the 4.0 technology revolution helps brands go further and faster, the issue of brand protection becomes more urgent.

Therefore, based on the need for brand protection and new directions in the Group's business strategy, TNG Holdings Vietnam decided to implement a brand repositioning strategy, including changing the name from TNG Holdings Vietnam to ROX Group.

Along with the launch of the ROX Group brand, the Group also deployed a new brand strategy for its member units, in which TNG Realty Joint Stock Company (TNG Realty) officially announced its name change to ROX Living Joint Stock Company (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 professionalization of copyright issues in particular and the brand strategy in general of the enterprise, and at the same time marks the transition to a new stage - when internationality, innovation and humanity are raised to a new level. Along with promoting traditional values ​​and updating trends, the enterprise leaves an impression in the eyes of customers and partners about professionalism in branding and capacity.

Constantly innovating and creating

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 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 a sense of responsibility, aims for Humanity - Innovation - Internationality, and constantly strives to reach the highest standards and values ​​in many fields. Speaking at the event, Ms. Nguyen Thi Nguyet Huong, Chairwoman of the Board of Directors of ROX Group, said: "The Group's goal in this new period is not only to conquer the domestic market but also to expand its operations abroad through cooperation, development and investment programs with foreign partners, and this program will be implemented from 2024."

Chairwoman of the Board of Directors Nguyen Thi Nguyet Huong reviews the 28-year journey of construction and development

During its 28-year history of formation and development, ROX Group has gone through many important milestones and seized opportunities to expand its business fields, creating a convenient ecosystem of products and services. Each new brand launch marks the opening of a new journey.

The first milestone marking the birth of the enterprise was in 1996 when Nam Thang Joint Stock Company invested in the field of shoe processing for export and was established.

Then, when the second wave of FDI entered Vietnam, the founders seized the opportunity to invest in industrial real estate. Vietnam Investment and Development Group (VID Group) was born, marking its position as the top industrial real estate developer in Vietnam.

In 2014, VID Group transformed its management model into TNG Holdings Vietnam, officially starting to create 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 began to take shape. From the core field of real estate, TNG Holdings Vietnam has 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 solid 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 will systematically implement a green development strategy in all business areas and consider this the key to competition and growth in the new period.

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