Mai Linh Corporation

Situation

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. 

Scope of work

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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