In the VTV news - Finance and Business on the morning of July 12, Ms. Mai Kieu Lien, General Director of Vietnam Dairy Products Joint Stock Company (Vinamilk) officially shared about Vinamilk's change of brand identity.
Ms. Lien believes that this rebranding will create a more eye-catching, exciting, youthful and powerful packaging identity. This is also just part of the company's next 5-year strategy.
When asked about the risks when Vinamilk decided to change its appearance after 47 years of presence in the domestic and foreign markets, the female general director affirmed that over the past time, the unit has changed many times. The recent change was no exception.
"Everything has risks. The problem is risk prevention. For consumers, the most important things are price, quality and service. Packaging can be ugly to one person but beautiful to another. This time we changed the packaging, we did it properly," she said.
The "female general" of the dairy industry also revealed that, in addition to the main product of milk, this enterprise will soon provide energy foods to the market.
Old and new logo of Vinamilk.
Regarding the change of brand identity, on July 6, Vinamilk announced a new brand identity. Vinamilk's new logo has been updated from an emblem to a wordmark . The image of a drop of milk on the belly of the letter "a" in Vinamilk and the words "Est 1976" remind us of the values that have built the brand's position over time.
The new identity will be continuously updated across the entire Vinamilk system starting from July 2023.
However, immediately after the announcement, many conflicting opinions appeared on forums and social networks about Vinamilk's new logo. Many opinions said that the new identity is not eye-catching, lacks creativity and is a step backward compared to the old logo.
Established in 1976, after more than 47 years of development, Vinamilk is now ranked 36th among the world's largest dairy companies in terms of revenue, valued at 2.8 billion USD.
This unit has 15 farms and 17 factories at home and abroad, exporting products to nearly 60 countries and territories.
In 2022, Vinamilk's total consolidated revenue is VND 60,075 billion, pre-tax profit is VND 10,496 billion. At the end of the first quarter of 2023, Vinamilk's total revenue is VND 13,954 billion, equivalent to the same period in 2022; pre-tax profit is VND 2,312 billion, down more than VND 450 billion compared to the same period.
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