Cultural platform - the brand 'catalyst' of ROX Group

28 years of building brand vitality

28 years ago, the founders of ROX Group entered the market with the starting point of Nam Thang shoe manufacturing company. And after nearly 3 decades, the enterprise has grown to become a leading multi-industry corporation in Vietnam with a convenient ecosystem covering many fields: Urban & Industrial Park Development; Hotels & Resorts; Services and Operation Management; Construction; Technology; Financial Investment...

SOJO convenient hotel in the convenient product/service ecosystem of ROX Group.

In a letter to staff, Ms. Nguyen Thi Nguyet Huong, Chairwoman of the Board of Directors of ROX Group shared: “ In the process of development from Nam Thang to VID Group, TNG Holdings Vietnam, it can be affirmed that each time there is a new name, a new identity, the Group begins another journey to conquer new areas of operation and business.

Our efforts on the journey of convenience are always highly appreciated by the business community and customers. Nam Thang was awarded the title of "firefighter" for always supporting other businesses to complete orders on time.

VID is trusted as the "midwife of industrial parks" because it has successfully developed and called for investment in many industrial parks across Vietnam. When TNG Holdings Vietnam was born, names such as TNR Stars, SOJO, TNS... appeared a lot in the mass media .

When talking about building a business brand, experts often use the image of an iceberg. In which, the above-ground part is the visible elements such as name, logo, product design, slogan... The hidden part is the abstract element such as the customer's perception of the product - service, brand, and reputation of the business.

These are the factors through which customers distinguish the products and services of one business from those of another.

Corporate culture consultant and reconstruction expert Loan Van Son said: “ A sustainable brand is always made up of the surface and the internal cultural stories. Those are the key behaviors, the values, the soul of the organization. The combination of the surface of the brand and the hidden side of the organizational culture creates a strong, sustainable brand .”

Corporate culture creates strong internal strength for ROX Group.

Looking back at its 28-year history of development, ROX Group has truly built a brand vitality from its inner cultural depth and has been recognized by the market. And today, from the perspective of management science , ROX Group names them as the core values of corporate culture: "Self-integrity - Proactive responsibility - Ultimate efficiency".

Up to now, the corporate culture at ROX Group has permeated deeply into the structure of the organization, reaching a cultural maturity level of 5/6 - the level of absorption according to the Denison scale. Meanwhile, the cultural maturity level of general industry groups in the market has only stopped at level 3/6 (design level: presenting concepts and applying them to practice - NV).

And to professionalize brand copyright, position itself as a company different from companies with the same name in the market, the 28-year-old multi-industry corporation with the support of branding experts and cultural reconstruction experts launched a new brand.

Standardizing brand and culture for sustainable development

Interestingly, 8 months before officially rebranding to ROX Group, the group officially announced the ROX gene culture platform with adjustments suitable for the development of the business.

ROX Group's move to build a cultural foundation before transforming its brand is considered by expert Loan Van Son to be a calculated move, creating a major change of a core nature.

The group refines its cultural genetic code before launching its new brand ROX.

According to the representative of ROX Group, the important reason for the brand change is that the name TNG is not registered for trademark protection in the main fields that the Group and its member companies are investing in, both domestically and internationally. The name change is in line with the brand development strategy as well as new directions in the business strategy of the enterprise in the coming time.

Continuing to face challenges to make the new name familiar to customers, the ROX Group leadership firmly believes that the cultural foundation will be a strong source of energy, quickly building strength for the ROX brand. The pioneering spirit, constant creativity and innovation of the team, which has been cultivated for nearly 3 decades, will be the luggage for ROX to move forward into the future.

A representative of ROX Group said: “ROX Group will begin a new development phase in a new context with many fluctuations. Our goal in this new phase is not only to conquer the domestic market but also to expand our operations abroad through cooperation, development and investment programs with foreign partners.”

Nha Phuong

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