A transformation in development strategy
As a member of the multidisciplinary corporation ROX Group (formerly known as TNG Holdings Vietnam), TNS Holdings has experienced strong growth over the past decade with 7 subsidiary units providing comprehensive services for businesses, real estate investors, commerce, and banking.
On January 27, 2024, TNG Holdings Vietnam announced the new name ROX Group. The important reason for this rebranding is that the name TNG could not be registered for trademark protection in the main fields that the Group and its subsidiaries are investing in both domestically and internationally. The name change is in line with the brand development strategy as well as the new directions in the company’s business strategy in the future.
With the approval of the General Meeting of Shareholders on February 26, 2024, TNS Holdings officially changed its brand to ROX Key, along with a new brand identity. Thus, after ROX Living (formerly known as TNG Realty), ROX Cons Vietnam (formerly known as TNCons Vietnam), ROX Capital (formerly known as TNG Capital), ROX Asset (formerly known as TNG Asset), ROX Key is the next flagship company to announce the brand transformation following the new name of the ROX Group.
The name ROX Key is a combination of two factors. ROX inherited from the ROX Corporation which means a solid and powerful platform. At the same time, ROX also implies excellence, reflecting the spirit of constantly moving forward and overcoming every difficulty. Key means a versatile key, opening up diverse solutions. At the same time, Key is also an abbreviation of the phrase “Knowing Emotion in You”, which is the core value of the business that deeply understands the needs and emotions of customers to provide impressive experiences through products and services.
New logo and slogan of ROX Key
ROX Key’s mission in the new development phase is “Creating useful value for life”. The new logo consists of the ROX Key brand name and a flower created by four orange-yellow V letters, forming a solid rectangular frame, a unified entity – strong and inseparable. ROX Key also positions its brand archetype as “The Responsible Person” with the characteristics of “Innovation – Humanitarianism – Internationalism”.
Enhancing capabilities, expanding scale
Mr. Bui Quoc Khanh – CEO of ROX Key said: “The brand transformation brings a new story and new vitality to ROX Key in the process of perfecting the business ecosystem, aiming to expand the scale and areas of operation”.
The compass for ROX Key’s activities in the near future is to become an excellent operator and top player in the market. The subsidiary TNPM plans to collaborate with international operators from the year 2024 to enhance service quality, improve capabilities, and participate in the operation of projects by foreign investors in Vietnam. The next development focus of ROX Key is expanding the premium hotel management service segment.
As a multidisciplinary service provider in real estate management and operation, hotel – accommodation, human resources, and technology, ROX Key has a competitive advantage from the synergy of its subsidiary units. For example, the subsidiary TNTech – which has 12 years of experience in accompanying transformation, will help ROX Key enhance its capacities in building management, shopping malls, urban areas, industrial zones, and the hotel – accommodation segment.
ROX Key’s employees are trained to internalize the corporate culture with 3 core values: “Personal Integrity – Proactive Responsibility – Ultimate Effectiveness”.
By fulfilling the mission “Creating useful value for life”, ROX Key is gradually asserting its unique position in the Vietnamese market. This major turning point in the brand development strategy is also expected to create a “boost” for development in the future and share more valuable benefits with the community and society.
ROX Key (formerly known as TNS Holdings) is a multidisciplinary company providing comprehensive services for businesses, real estate investors, commerce, and banking. The company has 7 subsidiary units: TNPM (Real Estate Management), TNTech (Information Technology), TNTalent (Human Resource Management), C-ONE (Cleaning Services), Nhat Viet (Security Services), MANPRO (Project Management), and IMC (Industrial Zone Operation).
