Tungsang
Situation
Tungsang International Co. Ltd., a world-class outdoor insulated gear developer and manufacturer with thirty years of business success, sought to effectively communicate its prestigious status as a leading innovator and manufacturer in the outdoor gear industry. Tungsang's technical superiority has also given it the ability to introduce a continuing series of branded outdoor-gear insulation systems, setting the stage for its ambitious goal of becoming a major consumer brand player in its industry. With the potential to become a dominating player in the combined filed of the insulated outdoor-gear R&D, manufacturing and consumer branding, Tungsang needed to establish a clear long-term brand strategy and a corresponding identity system.
Challenge
Our main challenge in establishing the long-term Tungsang brand strategy was to clearly understand the full implications of the directions chosen, formulate a visionary brand architecture, and develop a comprehensive corporate identity system that not only defined the enterprise, but also on which the company could grow. Brand Advantage™ Stage 2 was selected as the brand development program for this project.
Brand Advantage™
After an extensive research and analysis, we determined that the ideal Tungsang brand architecture would begin with the company being a comprehensive yet category-specific business entity that conceptually represents Tungsang's essential business landscape. We came to the conclusion that the company's essential business aspiration would be what we termed "Outdoor Comfort Technology", which we felt should also become Tungsang's invaluable BAM™ (Brand Advantage Motivator™). Not only did the "Outdoor Comfort Technology" concept drive all aspects of the company's brand developments, but it also influenced the direction in which the company's business would expand, creating internal Tungsang R&D and product development focuses. Furthermore, a comprehensive BAM™-driven visual identity system was developed to graphically project the essence of this progressive company. Tungsang's determination to thoroughly uphold its Brand Advantage™ did not end at brand creation, it mandated a sophisticated brand management system featuring Formation SD's BASE™ (Brand Asset Support Engine™) and the cutting-edge Ontrack™, exclusive built for Tungsang by us.