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 providing financial, insurance, securities, banking, and investment services.

 

The successful transition of Bao Viet from a 100% state-ownership enterprise model into a multiple ownership joint stock company in 2007 was an important footstep in its development strategy. After being equitized and becoming Bao Viet Holdings, the company has applied a new corporate governance model with a new structure. At the same time, Bao Viet also began to reassess its corporate brand and consider the task highly important in identifying strengths as well as outstanding issues and upon which build a brand development strategy relevant to the new stage.

 

 

 

Throughout the past 45 years, the Bao Viet brand has always been highly acknowledged and evaluated by foreign and domestic organizations and individuals. The Bao Viet brand has played its part in creating corporate values and the vigorous growth of Bao Viet. This achievement reflects tremendous contributions from all subsidiaries, Bao Viet staffs, and above all, customer trust in the Bao Viet brand.

 

Bao Viet is acutely aware that to further confirm its position in this stage of development, integration, and competition internationally and domestically, it is indispensable for Bao Viet to develop a new brand image. On the basis of the project on “Technical Support and Capability Transfer from a Foreign Strategic Partner”, HSBC Insurance has consulted and supported Bao Viet in choosing the brand consultancy - Grey Global Group, which implemented the project called “Brand Assessment and Building Bao Viet Brand Management Strategy”.

 

The project’s implementation process is planned in accordance with international standards with enthusiastic support from all the corporate subsidiaries as well as HSBC experts. This process includes brand positioning research, strategy development upon research findings, creative development, and building the brand identity system.

 

The project results in the successful development of the new Bao Viet brand. Key features in Bao Viet’s new brand identity are the logo change and corporate slogan. The new logo inherits the current logo’s legacy with the blue and yellow colors symbolizing an ensured future and a wealthier life for customers. The yellow color in the new logo has been modified into golden to demonstrate affluence and prosperity. In addition, in the new logo, there is a golden triangular emphasis on the top of the letter “V”. Together with the three-dimension globe and the connecting lines on its surface, they symbolize Bao Viet’s forceful future drive and its strategic vision to expand its reach to the region and the world, deserving to be a leading financial – insurance group in Vietnam.

 

Mr. Nguyen Huu Tri, Vice Minister of Finance; Mr. Lê Quang Bình – Chairman of the Board, Bao Viet Holdings; Mr. David Fried – Group General Manager, Regional Head of HSBC Insurance, Asia Pacific pushing the launch button and officially announcing Bao Viet’s new brand identity

 

 

Together with the new logo, the new slogan “Your Trust, Our Commitment: is not only a message of Bao Viet to the community but also a corporate operational standard. Bao Viet Holdings and its member companies are committed to persistently providing the best financial, insurance, banking, investment, etc. services in international standards to customers; building customer relations, focusing on training and development to best serve customers; benchmarking and improve operations to ensure perfect services for customers.

 

 

 

In his speech at the inauguration ceremony, Mr. Le Quang Binh, Chairman of the Board of Bao Viet Holdings revealed: “the official announcement of the new Bao Viet brand identity today is an important milestone in Bao Viet’s history of development”. Simultaneously, he also emphasized the 05 tasks to be subsequently focused on in Bao Viet’s brand development strategy:

 

1. Building a strong Bao Viet brand, friendly to customers; ensuring that staffs and agents clearly understand, confide, and are able to promote the corporate brand in consistent and effective manners.

 

2. Building centralized brand management policy; ratifying consistent brand application manual corporate-wide.

 

3. Professionalizing brand communications to make the most of Bao Viet brand’s strengths, contributing to Bao Viet’s business development and expansion. Continue to build upon Bao Viet 45-year brand legacy.

 

4. Enhancing Bao Viet brand image through shareholder relations and corporate social responsiblity programs.

 

5. Especially focusing on new brand communication in the next phase to quickly promote Bao Viet new brand identity to the public

 

 

Mr. Nguyen Huu Tri, Vice Minister of Finance; Mr. Lê Quang Bình – Chairman of the Board, Bao Viet Holdings; Ms. Nguyen Thi Phuc Lam, CEO - Bao Viet Holdings; and Mr. David Fried – Group General Manager, Regional Head of HSBC Insurance, Asia Pacific celebrating the launch

 

Together with the brand change, specific brand development strategy, Bao Viet is confident in its constant growth, continuing to be a familiar image in customer’s mind, creating added corporate values. From now on, the Bao Viet brand will be applied and managed in a centralized and consistent manner. This is an important emphasis in forming a prominent market image for Bao Viet and a common corporate culture contributing to the development of “One Bao Viet” on “One New Foundation”.