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.