TNG Holdings Vietnam, a multi-industry conglomerate that has been in operation for 28 years, made the formal announcement on January 27, 2024 that the company will be rebranding itself as ROX Group Joint Stock Company (ROX Group).
Nguyen Thi Nguyet Huong, Chairman of the Board of Directors, and the time when the shift to the ROX Group name was formally and officially announced
A transformation in brand strategy
In 2023, TNG Holdings Vietnam remains committed to enhancing the customer experience, maximizing data assets, and implementing technology in management and company operations. Furthermore, the Group successfully enhanced its corporate culture by introducing the ROX gene culture platform in May 2023.
During the Business Conference in early 2024, TNG Holdings Vietnam made an official announcement on the change of their business name to ROX Group Joint Stock Company (ROX Group), along with the introduction of a new brand identity. The Group's objective in the upcoming phase of development is to generate convenience and benefits. This will be reflected in a new logo with the brand name ROX, accompanied by a flower of convenience and benefits composed of four orange-yellow V letters, forming a solid rectangular frame, symbolizing a cohesive, robust, and indivisible entity.
The name ROX has two meanings. ROX, first and foremost, symbolizes a cornerstone, which signifies unwavering certainty and represents the solid basis that the company has acquired during nearly three decades of gradual development since its inception. Furthermore, ROX embodies the concept of excellence, exemplifying a relentless drive to progress, surmounting all challenges and barriers in order to achieve the highest level of achievement and flawlessness.
The primary factor driving the brand's reinvention is the inability to get trademark protection for the TNG name in key sectors where the Group is making significant investments, both locally and globally. Within the framework of growing global economic integration, a brand is one of three intangible assets that have crucial importance for a company. Therefore, the Group's inability to register a brand has impeded the implementation of its new development initiatives. With the advent of the 4.0 technological revolution, companies are able to make significant progress at a rapid pace. Consequently, the matter of trademark protection becomes increasingly pressing.
Hence, driven by the necessity to safeguard the brand and pursue novel avenues in the Group's business plan, TNG Holdings Vietnam has opted to adopt a brand repositioning approach, entailing a name change to ROX Group.
As part of the introduction of the ROX Group brand, the Group implemented a new brand strategy for its member units. This involved TNG Realty Joint Stock Company (TNG Realty) changing its name to ROX Living Joint Stock Company (ROX Living), TNCons Vietnam becoming ROX Cons Vietnam, TNG Asset transforming into ROX Asset, and TNG Capital being renamed as ROX Capital, among other changes.
The establishment of ROX Group, ROX Living, and other related ventures signifies the advancement of copyright matters in specific and brand strategy in general within the commercial realm. Simultaneously, it signifies a shift towards a new stage, characterized by heightened internationalism, innovation, and human-centric approaches. In addition to endorsing conventional principles, organizations establish a notable reputation among consumers and partners via the use of professionalism in branding and capabilities.
Continuous innovation and creativity
ROX Group is a multi-industry investment group that leads the way in creating convenient and advantageous values for life through the development of urban ecosystems, industrial parks, services, and financial investments. Our goal is to provide optimal convenience and harmonious benefits to our customers and partners, while also contributing to the improvement of quality of life in various localities across the country.
ROX Group fosters a sense of accountability, towards Humanity - Innovation - Internationalism, consistently endeavoring to achieve the utmost benchmarks and principles in several domains. Speaking at the event, Ms. Nguyen Thi Nguyet Huong, Chairwoman of the Board of Directors of ROX Group, stated, “The Group's objective for the upcoming term is to not only conquer the domestic market, but also to extend its activities internationally by collaborating, developing, and investing in programs with foreign partners. This initiative is scheduled to commence in 2024.
Over the course of its 28-year existence, ROX Group has achieved significant milestones and capitalized on possibilities to broaden its business domains, establishing a comprehensive product and service ecosystem. Every initiation of a new brand signifies the commencement of a fresh expedition.
Nguyen Thi Nguyet Huong, the Chairman of the Board of Directors, provided an overview of the 28-year process of construction and development, highlighting the significant transformations that propelled the Group to a higher level of development
The inception of the business occurred in 1996 with the establishment of Nam Thang Joint Stock Company, which focused on investing in the shoe processing industry for export purposes.
Subsequently, upon the arrival of the second wave of Foreign Direct Investment (FDI) in Vietnam, the founders promptly capitalized on the chance to invest in real estate properties inside industrial parks. Vietnam Investment and Development Group (VID Group) emerged as the foremost developer of industrial park real estate in Vietnam.
In 2014, VID Group adopted a new management model known as TNG Holdings Vietnam, which marked the formal commencement of their endeavors in developing residential real estate developments under the brand name TNR Holdings Vietnam. Subsequently, a network of products and services catering to the needs of Vietnamese individuals started to emerge, aiming to enhance their daily lives with more convenience. TNG Holdings Vietnam has diversified its investment portfolio beyond real estate to include commerce, services, hotels and resorts, energy, construction, and finance.
Starting in 2022, the Group has initiated a reorganization plan. The introduction of the new brand strategy, including the establishment of ROX Group and its associated sub-brands, is a component of the overall restructuring plan of the whole Group. Equipped with a strong cultural base and a workforce that undergoes ongoing training to enhance their abilities, the business embarks on a new venture with confidence.
ROX Group sets growth goals that are linked to ecosystem development for individuals, while also placing significant emphasis on environmental and societal effects. The Group will methodically implement the green development strategy across all business sectors, recognizing it as the crucial factor for competition and growth in the upcoming phase.