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Tuesday, June 07, 2005
RP companies use brands to get ahead
By Jessica Banzon-Natad
Sun.Star Staff Reporter
The drive to get ahead of the tough competition has encouraged companies—big and small ones—to repackage themselves, either through company logos or through branding, to capture the interest of their target markets.
Even Aboitiz Equity Ventures (AEV), one of the conglomerates in the country, has changed its company logo and brand positioning to strengthen the “compa-ny’s competitive position.”
“We hired people to go out and ask people from all walks of life what they remember of the Aboitiz logo, and most of the answers were that they don’t remember the logo. They only remember the name Aboitiz. (This is why) AEV now has a refreshed logo,” AEV president Jon Ramon Aboitiz told a press conference during the company’s stockholders’ meeting last month.
Aboitiz said the new Aboitiz logo, which has red as the dominant color, symbolizes the company’s “passion for better ways.”
This is also Aboitiz’s new brand positioning.
“What unites us is our drive and our attitude to never accept the status quo. We constantly challenge traditional industry standards to strengthen our competitive edge,” Aboitiz said.
Earlier, Cebu-based property developer Commonwealth Estate Inc. (CEI) also launched its new logo, one that has golden triangular houses, signifying stability and growth.
CEI managing director Steve Liu said the change in logo was inspired by the company’s desire to stamp the name “Commonwealth Estate Inc.” in people’s minds.
He said that for a time, the public confused the company name with Villa del Rio, one of its housing developments.
In a separate interview, Do It Marketing Co. Philippines Inc. general manager Lavarenti Gil said the company is also in the process of putting a brand name on the company’s products and services, which include CFC-free aerosol and car washes, among others, for easier name recall.
“Mr. Do It will be the brand name of all our products and services. This will enable people to easily remember the company and its products and services,” he told Sun.Star.
Last October, AEV’s transport company, Aboitiz Transport System, also placed the four units of its freight business group—freight, express, logistics and solutions—under one brand name, 2GO.
“2GO provides simplified business solutions under one name, with a unified promise and a consistent brand experience,” Aboitiz said.
Earlier, Mandaue Integrated Manpower Services (Mims) Inc. president and chief operating officer Glenn Anthony Soco said the company invested some P1 million to create a new division, I-Clean, to put a brand name to its one-time cleaning service.
“We need to do this. Competition prompts branding and specialization. We want the market to immediately think of I-Clean when we talk about specialized cleaning services,” he said.
(June 7, 2005 issue)
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