In an era where Vietnam is rising strongly – with its global strategic role, golden population, and breakthrough economy – Vietnamese enterprises have a rare opportunity to rise. But right at this golden time, many Vietnamese brands are “stuck” in an old coat, carrying an image that is no longer commensurate with the true strength of the business.
Mr. Nguyen Thanh Tuan, a branding expert and CEO of Sao Kim Branding – who has accompanied more than 10,000 Vietnamese enterprises in the journey of shaping and elevating their brands, affirmed:
A lot of Vietnamese businesses have grown tremendously in the past 5-10 years. They expand their markets, increase revenue, change models, and develop their teams. But the brand, which is thought to be “fine”, remains stagnant. They still use the logo from 15 years ago, keep vague messages from the startup days, and although they have a strong team, good products, and far-sighted vision… “no one sees that from the outside.”
In the process of working with hundreds of medium and large enterprises, Mr. Tuan realized that: “Many entrepreneurs think of branding as a design problem. They confuse brand identity renewal with repositioning.”
Rebranding is not just about changing colors or slogans. It is a strategic transformation that includes repositioning the brand according to new vision and markets, redesigning messages, brand identity systems, and brand experiences. It is about restructuring the brand from its core: culture, values, personality, brand architecture, and retraining the internal team to “live with the brand” instead of just “using it.”
Construction Corporation No. 1 JSC (CC1) is one of the largest and oldest construction companies in Vietnam, once facing challenges in reaffirming its market position and expanding strategic cooperation opportunities.
Despite possessing strong construction capabilities, a team of experienced experts, and a history of more than 45 years, the old brand image did not reflect the company’s stature, restructuring strategy, and multi-industry development orientation.
CC1 – From a Long-Standing Name to a Top Construction Brand
The Issue at Hand:
Construction Corporation No. 1 JSC (CC1) is one of the leading companies in the industry, with over 45 years of establishment and development. CC1 has been a pioneering contractor in the construction of numerous key national projects, becoming a symbol of modernity and development in major cities: from Thu Thiem Bridge, Ho Chi Minh City Television Station, Dung Quat Oil Refinery to hydropower plants, skyscrapers, hospitals, and urban areas nationwide.
However, throughout this sustainable development journey, the CC1 brand image has not been truly recognized as commensurate with the company’s contributions and position. In the public’s and market’s perception, CC1 is still mainly known as a “traditional state-owned enterprise” rather than a dynamic and modern multi-industry group. This creates a significant gap between actual value and perceived image, which can affect competitiveness in an increasingly globalized environment and the orientation towards privatizing state-owned enterprises.
The industry context and current position present an important challenge for CC1: How can the brand not only represent past achievements but also convey strategic vision, innovation capabilities, and international aspirations for the future?
Solution from Sao Kim Branding:
Reposition the CC1 brand with the message “Continuing to Elevate” – both inheriting a strong tradition and emphasizing the aspiration to transform, expand scale, apply technology, and diversify industries.
Redesign the entire brand identity system, including logo, slogan, office identity, project identity, uniforms, and communication materials, in a modern, strong, and consistent direction.
Develop a new bilingual Vietnamese-English website with a user-friendly interface that clearly showcases the company’s capabilities, areas of activity, and key projects.
Create a professional capability portfolio, logically structured to convince customers, helping CC1 assert its credibility in the eyes of investors and partners.
After the brand repositioning process with Sao Kim Branding, Construction Corporation No. 1 JSC (CC1) has achieved remarkable achievements, demonstrating a strong transformation not only in image but also in business performance. In 2024, CC1 surpassed the milestone of VND 10,160 billion in consolidated net revenue, an impressive 81% growth compared to the same period last year. The construction activity continues to play a leading role, accounting for 71% of total revenue – a clear testament to the company’s leading position in the field of technical infrastructure and civil construction.
In the spirit of a nation on the rise, business brands cannot remain modest. Each enterprise has a mission. Each brand has an opportunity. And if you know how to reposition correctly and timely, the brand can become the pioneering flag, not only for growth but also for national pride.
Are you owning a brand – or just holding on to a name?
If the brand you are using today no longer reflects the true stature of your business, is not clearly remembered by customers, and does not make your team proud when talking about the company, then it is likely a hindrance – not a driving force.
Without repositioning, the brand will gradually become lost in a constantly evolving market. When your brand image no longer reflects your actual capabilities and aspirations, you will gradually become… invisible to your customers, no matter how well you perform.
Sao Kim Branding – Accompanying Vietnamese Brands on the Journey to Soar
For over 15+ years, Sao Kim Branding has accompanied more than 10,000 Vietnamese enterprises, from startups to corporations, from agricultural products to high-tech, to build brands in a fundamental, sustainable, and strategic way.
With the Ecosystem of Comprehensive Brand Building Solutions, Sao Kim provides: Brand strategy consulting (positioning, repositioning, brand architecture…), designing a synchronized brand identity system (logo, publications, brand space…), brand development solutions digital (website, content platform, multi-channel brand…), communication for brand launch and brand spread, and internal training & brand implementation within the organization.
Sao Kim Branding
1:1 Strategic Consulting with Brand Experts at Sao Kim Branding
Hotline: 0964.699.499
Email: [email protected]
Download Ebook: Rebranding – The Key to Elevating Vietnamese Brands
https://www.saokim.com.vn/ebook-rebranding/
“Forging a Robust and Trustworthy Alliance Between the Press and Businesses.”
To foster a prosperous and happy Vietnam, the media and businesses must work together to redefine their relationship on stronger and more transparent foundations. By doing so, they can raise mutual expectations and create a more robust ecosystem.
“Prioritizing Customer Experience, Grievance Redressal, and Consumer Protection: The Lifeline of E-commerce Businesses, Says Shopee Vietnam’s CEO.”
The CEO of Shopee Vietnam underscores the company’s unwavering commitment to serving the needs of all stakeholders, particularly consumers and sellers. At the heart of Shopee’s strategy is a strong emphasis on empowering manufacturers and elevating the customer experience to new heights.
Unlocking the Potential: Revising Laws to Empower State-Owned Enterprises for Breakthrough Development
On August 13, the Ministry of Finance hosted a workshop to discuss the draft Law on State Management and Investment in Enterprises. The event aimed to gather feedback and insights from participants to inform the development of new regulations that are aligned with practical realities and foster growth.
The Epic $470 Million Tunnel Project: A Renowned Group’s Revolutionary Venture.
The Deo Ca Tunnel is the second-largest road tunnel in Vietnam, connecting the provinces of Phu Yen and Khanh Hoa. With its early completion, a remarkable four months ahead of schedule, this engineering marvel has catalyzed a transformative impact on the project’s investors, reaping savings of VND 4,000 billion.
