BACKGROUND.
When the 300-year-old French incorporation - Saint GoBain acquires Vietnam’s Vinh Tuong gypsum frame brand, they face a major challenge when the entire business depends entirely on domestic brands. Gyproc brand, although very famous in the world but only has low awareness in Vietnam.
SOLUTIONS.
Building a roadmap for developing Gyproc and Saint-GoBain brands in Vietnam market based on the strength of Vinh Tuong Brand. (03 stages)
Unified architecture model between parent brand Saint-Gobain and sub-brands Vinh Tuong & Gyproc
Position parent brand Saint-Gobain is the brand “specialized in providing solutions” for plaster with leading sub-brands Vinh Tuong & Gyproc
Saint-Gobain become Top of mind brand in providing solutions for plaster, at the same time remain reputation of two sub-brands Vinh Tuong and Gyproc
Consult about Re-positioning Saint-GoBain Brand: "The most relevant brand in the Gypsum industry in Vietnam".
Design and guide application of Brand Identity into Brand marketing - communication activities.
RESULTS.
Vinh Tuong after changing the brand identity and carrying out Saint-Gobain's new strategy has reached the FAST500 ranking in 2017 - 500 fastest growing enterprises in Vietnam.
The new Brand Identity is used in office decoration, publication design (calendar, poster, etc.), design application to demonstrates new business strategy and eliminates the inconsistent concept of Saint Gobain image in customer mind.
