With a 45-year history of development, Bao Viet has now grown into a strong financial – insurance group with a total asset of over VND30,000 billions, providing financial, insurance, securities, banking, and investment services. Along its development history, the Bao Viet brand has become increasingly popular and friendly, contributing remarkably to business operations.

 

Being acutely aware of the brand’s importance, we consider it part of the corporate value. Consequently, the Bao Viet brand development means generating corporate values, a solid foundation, and a prominent position to enhance its competitive advantage as well as to expand its operations to the region and the world.

 

To achieve this, Bao Viet Holdings has step-by-step developed the Bao Viet brand through the project on “Brand Assessment and Building Bao Viet Brand Management Strategy”. The goal of the project is to assess the Bao Viet brand; identify corporate brand positioning, and upon which, rebuild Bao Viet’s corporate and sub-brands; build and manage the brand; develop brand application and management manuals; consult on whether to keep or replace the brand identity system; assess and generate Bao Viet core values; assess and redesign brand visuals and verbals.

 

The project results in the successful development of the new Bao Viet brand reflecting a more dynamic, sociable Bao Viet embracing professionalism and quality in its services. Bao Viet brand identity system was also developed to ensure consistent brand applications and management.

 

 

The key point in the Bao Viet new brand is the development of a consistent brand identity system, a prerequisite in implementing a relevant brand strategy, in changing and managing the Bao Viet brand to meet common standards in applications, ensuring communication consistency especially those carrying the corporate brand.

 

- The current Bao Viet’s logo has three colors: blue, yellow, white, and figures of a static globe, the vessel, and the aircraft all symbolizing its initial business involvement. However, Bao Viet nowadays is a provider of financial – insurance, securities, banking, and investment services. The current logo is therefore no longer relevant.

 

- In the new brand research and development process, Bao Viet continues the previous brand legacy in its new logo. Bao Viet’s colors blue and yellow are acknowledged as being bonded with the Bao Viet brand equity and its sustainable development. In which, the blue represents peace and hope for a bright future, a message of a Bao Viet living up to the trust of its customers and constantly striving for a better future. The yellow color in Bao Viet’s former logo was modified into golden yellow to demonstrate affluence and prosperity because Bao Viet is committed to bringing its customers an ensured future and a wealthier life. 

 

- Another distinctive feature in the new logo is the golden triangle emphasis on the top of the letter “V” which means to symbolize the youthfulness, pro-activeness, innovativeness, and a forceful future drive.

 

- The two-dimension static globe in the current logo is replaced by a three-dimension globe with connecting lines on the surface to increase the liveliness and create Bao Viet’s versatility and connection to the world. The whole figure demonstrates Bao Viet’s constant development and strategic vision to build Bao Viet into an ever stronger financial – insurance group.

 

- Alongside with the new logo, the slogan: “Your Trust, Our Commitment” is not only the corporate message to the community but also the corporate operational standard. Bao Viet Holdings and its member companies are unanimously determined to become “One Bao Viet” being capable of providing the best services in international standards to all customer needs, constantly improve quality in its overall management and operation, take customers as the center and orientation of all activities.

 

At the press conference, Mr. Le Quang Binh, Chairman of the Board of Management emphasized: “The making of the new Bao Viet brand identity was based on the 45-year strong legacy of the previous one to further confirm Bao Viet brand positioning and establish customer trust in this development stage”

 

 

Bao Viet is fully confident that with a specific brand development strategy, the Bao Viet brand will continue to grow, to remain familiar in customer minds, and to create added corporate values. From now on, the Bao Viet brand will be applied and managed in a consistent and centralized manner. This will be an important emphasis in creating a prominent Bao Viet brand in the market, a common corporate culture, and furthermore, in contributing to the development of “One Bao Viet” on “One Foundation” .

 

For further information, please contact:

 

Public Relations Division

 

Bao Viet Holdings

 

Tel: +84 3 928 9999