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Hoa Binh Minh

"The new Brand Positioning Phrase effectively conveys its determination and passion, and will become the foundation for all production and business activities in the Group going forward.”
  • Media Systems
  • Brand Guidelines
  • Integrated Brand Communications
  • Integral Persona Ideation


Hoa Binh Minh is one of the top trading, service and investment groups in Vietnam, with leading distribution in the key industries of motorcycles, automobiles, and steel. It is committed to delivering true value to its customers and partners through an extensive system of distribution facilities nationwide, using its actionable competences and authentic customer service. 


Fueled by their vision to elevate the brand status to that of the leading trade and service group in the region, along with an expanded operation scale, Hoa Binh Minh Group needed to build a distinctive brand identity, one that clearly demonstrated their core differentiating factors. At the same time, they wanted to strengthen their business philosophy internally in order to standardize corporate cultural values and improve the quality of their customer service.

Action and Result

First, we collaborated with the Hoa Binh Minh team to develop a Brand Differentiation Strategy, Brand Relationship Structure, and Integrated Brand Communications strategy. Then we created a new Brand Identity for the brand using the three core brand personality traits of the brand archetype, The Doer, namely authentic, proactive and competent. These characteristics were used to create the new Brand Positioning Phrase for Hoa Binh Minh: ‘Passion in action’, which effectively conveys its determination and passion for delivering exceptional service to its partners and customers, and will become the foundation for all production and business activities in the Group going forward.

‘Passion in action’, together with the brand archetype, then inspired the design of the new logo. Iconic images and colors portray the enthusiasm, determination, passion and fierceness of The Doer. Armed with comprehensive Brand Guidelines and Media Systems to ensure the brand’s new identity would be emphasized and consistently applied throughout all facets of its Brand Identity and communication activities, Hoa Binh Minh was ready to start a new chapter with a fresh, modern and consistent brand image.

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