A transformation in brand strategy
In 2023, TNG Holdings Vietnam continues to focus on improving customer experience, optimizing data assets, and applying technology to management and business activities. In addition, the Group completed refining its corporate culture, launching the ROX gene culture platform in May 2023.
At the Business Conference in early 2024, TNG Holdings Vietnam officially announced the change of business name to ROX Group Joint Stock Company (ROX Group), accompanied by a new brand identity. The Group's mission in the new development phase is "Beneficial Creation", with the new logo including the brand name ROX and a beneficial flower created by 4 orange-yellow V letters, forming a sturdy rectangular frame, forming a unified - strong - inseparable whole.
The name ROX has two meanings. Firstly, ROX means cornerstone - representing strong certainty, the foundation that the business inherited after nearly 30 years of building from the first baby steps. Second, ROX means excellence - demonstrating the spirit of always moving forward, overcoming all difficulties and obstacles to reach the pinnacle and perfection.
The important reason leading to the repositioning of the brand is that the TNG name cannot be 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, a brand is one of three intangible assets that have decisive significance for businesses. The failure to register a brand has hindered new development strategies of the company. Group. In particular, the 4.0 technology revolution helps brands go further and faster, the issue of brand protection becomes even more urgent.
Therefore, stemming from the need to protect the brand 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 implemented a new brand strategy for its member units, in which TNG Realty Joint Stock Company (TNG Realty) officially announced the change of name to Joint Stock Company. ROX Living (ROX Living); TNCons Vietnam becomes ROX Cons Vietnam; TNG Asset to ROX Asset; TNG Capital becomes ROX Capital…
The launch of ROX Group, ROX Living... demonstrates the professionalization of copyright issues in particular and brand strategy in general of the business, and marks a transition to a new phase - when internationalization, Innovation and humanity are raised to a new level. Along with promoting traditional values, updating trends, businesses make a mark in the eyes of customers and partners with professionalism in branding and capacity.
Constantly innovate and create
ROX Group is a multi-industry investment group, pioneering in creating value for life through an ecosystem of urban and industrial park development, services, and financial investment to bring optimal convenience and Harmonious benefits for customers and partners; contributing to improving the quality of life in localities across the country.
ROX Group promotes a sense of responsibility, towards Humanity - Innovation - Internationalism, constantly striving 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 to expand its operations abroad." through cooperation, development and investment programs with foreign partners and this program will be implemented as early as 2024."
In 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 product and service ecosystem. Each new brand launch marks a new journey unfolding.
Chairman of the Board of Directors Nguyen Thi Nguyet Huong reviewed the 28-year journey of construction and development along with the "transformations" that helped the Group develop to a new level.
The first milestone marking the birth of the business was in 1996 when Nam Thang Joint Stock Company investing in the field of shoe processing for export was established.
Next, 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, making its mark as the leading industrial park real estate developer in Vietnam.
In 2014, VID Group changed its management model to TNG Holdings Vietnam, officially starting to create residential real estate projects under the TNR Holdings Vietnam brand. From here, an ecosystem of products and services for a more convenient life for Vietnamese people began to form. 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 the new brand strategy with the launch of ROX Group and corresponding sub-brands is part of the entire Group's restructuring strategy. With a solid cultural foundation and human resources that are continuously trained to improve capacity, businesses confidently enter a new journey.
Setting growth goals associated with ecosystem development for people, ROX Group also pays special attention to environmental and social impacts. The Group will systematically deploy the green development strategy in all business areas and consider this the key to competition and growth in the new period.