The first re-branding was in 2004, when Viettel determined the path to become an owner of a real telecommunications infrastructure, with its own infrastructure, own customers and business philosophy. myselft.
The year 2020 is the second time, Viettel repositioned its brand in order to clearly demonstrate its determination to transition from a telecommunications service provider to a digital service provider in order to fulfill the mission of “Creating a digital society”. has been set up by this Group since 2018.
In order to better understand the 2nd brand repositioning story, we had an interview with Major General Le Dang Dung, Q. President and CEO of Viettel Group.
Why is Viettel performing rebranding at this time?
Major General Le Dang Dung: The most important reason is that Viettel has made a big change in its development strategy. In 2019, when Viettel turns 30, we make a statement about Viettel’s new mission as “Pioneering the creation of digital society”. With this mission, Viettel has determined to move from a telecom operator to a digital service provider.
Therefore, in the past 2 years, Viettel has formed six key areas to create a digital society, including: Digital infrastructure; Digital solution; Digital content; Digital finance; Cyber security and high-tech industrial production research. By the end of 2020, all 6 areas of Viettel have really formed strategy, operating apparatus and actual products and services to provide the society.
In terms of nature, Viettel has completely transformed from a telecommunications service provider to a digital service provider. Therefore, the re-branding to suit the organization is an indispensable thing to do. This is the most important reason for Viettel’s rebranding, leading to the change of the logo and slogan.
The second reason is, Viettel brand has come a quite long journey. We already have a very successful telecommunications brand. But now, with the change of the new era, current customers and future customers feel that Viettel is not as we expected.
Before deciding to relocate, we hired partners to survey customers and internally about the Viettel brand. The results show that customers are seeing Viettel as a kind, trustworthy, solid but less active middle-aged person.
In fact, this image is as true as what we have seen and evaluated ourselves. In addition, the image of a technology and innovation company that Viettel people are aiming for is perceived by customers rather faint compared to what Viettel has done.
Therefore, we must change the brand identity as a strong commitment, determination from within, to change the perception of customers and society about ourselves.
The third reason is the difficulty of applying brand names on the Internet environment. For example, when putting logo on apps for mobile phones, it is difficult to recognize the name Viettel. Therefore, Viettel needs to change its brand identity to be more suitable with the digital age.
But why did Viettel choose a new job at the time when the brand was most valued in the history of development (Brand Finance values Viettel brand up to 5.8 billion USD – No. 1 in Vietnam)?
Major General Le Dang Dung: In the world, usually about 10-15 years, businesses will renew their brand name once, even, there are many cases of changing the name. Samsung, for example, started out as a company that sells rice noodles, so the name of the company was originally Tam Tinh meaning three stars. Their logo is a rice tree and three horizontal lines represent the noodles. In 1960, Samsung entered the insurance and real estate sectors and set a goal of going global. With this change of strategy, Samsung decided to use English transcription in its official logo.
Enterprises in digital technology have a very fast speed in changing brand identity. Apple in the history of nearly 45 years has 6 times changed its brand identity. Google was born in 1997, after 23 years, it also changed 9 times. Or Facebook, born in 2004, has changed its brand identity four times after 16 years.
Viettel brand has had 16 years of history, renewing itself at this point is also a must. Viettel’s brand positioning should be in line with the trends of the times and the Group’s strategy for at least the next 10 years.
If seen visually, the new logo is completely different from the old one, why does Viettel not retain a part of the legacy of the previous brand identity?
Major General Le Dang Dung: In terms of color and shape of the logo, there are many changes, but it is not accurate to say that the new logo has changed completely. The most important spirit and core values are still preserved and maintained throughout the past, present and future. That is the vision “Creating for people”. This is what Viettel will persistently do, never change, if it will be more technology, more creative, resonate more factors.
Second is the name. We are still Viettel, still a military enterprise, a State enterprise, still an organization that always takes responsibility for the nation to the nation.
The third is the spirit of respecting people, serving people as separate individuals. Previously, Viettel showed that through stylized two quotes with two quotes in the shape of the logo and the famous slogan “Speak your way”. Currently, that spirit is represented by a frame of dialogue on the digital environment, stylized on the dot of the letter “i”. The slogan has been reduced to “Your Way”.
It can be understood that before, what customers want Viettel to serve, they need to say, but now, customers do not need to say anymore, but Viettel understands and serves immediately. Age 4.0, we need to understand our customers to such an extent and technology 4.0 has enabled us to do just that.
Or simply said that in the past, Viettel served and cared for customers as separate individuals but did it manually, but now it will be high-tech, automated with AI, Big Data and Robotics. It also shows Viettel’s transformation into a digital service provider.
In addition, Viettel’s spirit of solidarity and attachment both internally as well as its social responsibility is still expressed through two consecutive “t” letters in logo design.
So what is the core change in this Viettel rebranding?
Major General Le Dang Dung: The most important change is that we affirm that, in the digital age, Viettel will not go alone. The path that we determine to go in the 4th stage of development is “Pioneering digital society”. That means we build the most fundamental, fundamental, fundamental things.
And creating on it, applying technology on it to solve life’s problems requires many people. Therefore, Viettel is more open and cooperative. That is also the reason that the shape of the logo is reduced to show openness and friendliness. The word Viettel is written in lowercase to express intimacy and youthfulness. The red color represents youth, full of desire, passion and dynamism.
As for Viettel internal, this repositioning will bring about the biggest changes?
Major General Le Dang Dung: It is absolutely necessary to change from a traditional telecommunications service provider to a digital service provider.
The important word here is “absolute change” to confirm the determination and responsibility of each Viettel person in changing to a new profession. Not Viettel is still a telecom operator and adding digital services. If so, then the extra will be “weak”, like “just secondary.”
When we have identified Viettel’s mission as a pioneer and the main force in building a digital society in Vietnam, it cannot be weak or supportive. However, it must be remembered that telecommunications infrastructure is still the basic and important foundation for digital service provision. Therefore, we will continue to invest strongly, constantly update technology and coverage for this infrastructure.
In fact, the statements and commitments of Viettel Group are not made obvious. It is accumulated, formed from the labor of Viettel people, from each behavior and behavior of Viettel people to customers, to work, to society and to themselves.
Therefore, each person is a brand ambassador, each person will contribute to creating Viettel brand in his own way, thereby resonating the different values of each individual to form a powerful team, continued Continuing to pursue the mission of creating for people in the digital age.
Therefore, each Viettel employee who has created will be more creative, love, share and care more; desire, more passion for the goal of building a digital society in Vietnam.
Thank you Sir.
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