BRAND ARCHITECTURE & POSITIONING STRATEGY.TC MOTOR

Drive to Progress.


BACKGROUND

Thanh Cong Group was established in 1999, after more than 20 years of development, Thanh Cong's brand is heavily dependent on its partner brand, Hyundai Group.
In addition, with the orientation of continuing to expand into the fields of Real Estate and Commercial Services, there are many requirements for building the Thanh Cong Group Brand Strategy to serve the development strategy at the stage. new development.

SOLUTIONS.

•  Propose to build Thanh Cong Group's brand architecture  (02 stages).
 
•  Propose 03 plans, adjusting and completing 01 Strategic brand Positioning for TC Motor brand (the old Hyundai Thanh Cong )
 
•  Design new Brand Identity for TC Motor and adjusting Thanh Cong Group's Logo.
 
•  Develop a Communication Plan & Accompany the TC Motor communication activities..

RESULTS.

•  TC Motor brand has found a new direction to develop in the Vietnamese automobile industry. If TC Motor's long-term ambition is recognized, Vietnam will have a second domestic car brand besides VinFast.
 
•  In 2018, 55,994 passenger cars were sold, accounting for 22% of the market share. According to the plan, in 2019, Hyundai Motor's sales of TC MOTOR is expected to reach over 70,000 vehicles and account for 23% of passenger car market share, maintaining the No. 2 market position.
 
•  TC Motor set a target of surpassing Toyota in sales of cars by 2021.
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