Mai Linh Corporation

Communication strategy

Client:
Mai Linh Corporation
Context:

Mai Linh is a pioneer and leading brand in the traditional taxi segment. To keep growing despite the strong competition from ride-hailing companies and the changed behaviors of the urban market, Mai Linh has restructured and expanded its services, which required a corresponding change in its core value and brand strategy.

Solution:

Renew the brand strategy of Mai Linh Corp to create a strong foundation to adjust or develop a corresponding strategy for its sub-brands.

Work category:

Build brand positioning, brand purposes, brand idea, distinguish beliefs, brand personality, and brand tagline.

Result:

Building and renewing the respective brand strategy and new strategy adapted for its sub-brand:

  • Mai Linh Media (Source Brand Model)
  • Mai Linh Logistic (Umbrella Brand Model)
  • Mai Linh Smart Car (Source Brand Model)

Fully completing Mai Linh Group’s ecosystem service:

  • Smart mobility
  • Trading, garage and maintenance
  • Retail finance
  • Insurance
  • Media
  • Security
  • Logistics
  • Real Estate

Successfully repositioning the Mai Linh brand in the market with the position of “For Life Journey” with the purpose “Enrich lives by igniting the opportunities in movement”.

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