Background and Challenges
BaoViet Holdings is one of Vietnam’s largest, formerly State-owned enterprises with many subsidiaries.
Bao Viet had an identity that was over 40 years old and needed a modernization treatment without being drastic, while retaining the most valuable elements from the existing brand mark.
Research conducted by Indochina Research revealed insights to help us understand the globe component of the brand had the most brand equity. For Grey the lead agency, we provided brand consulting, launch event concept and production, launch public relations services, and signage design and implementation support for this nationwide rebranding project.
The Bao Viet brand and sub-brand architecture brought the organization into the modern age and has supported its retention of market share in key sectors, against international, competitive new arrivals.