With operations in Hanoi, Apollo Education was the first 100% foreign-owned educational center to be licensed in Vietnam. It offered four areas of educational service of which English language training was the largest. In the spring of 2000, Apollo added new teaching facilities, modified its course structure and made other improvements. Apollo’s stature had grown beyond their brand identity and marketing communication materials. Apollo was poised to reintroduce itself.
Apollo’s logo had good recognition, so we recommended modifying it instead of totally replacing it. We also recommended that Apollo clarify its competitive differences, and to do so, we made good use of research that Apollo had conducted on the quality of its students.
Action & Result
A brand identity system was developed with a logo reminiscent of the earlier logo, but more reflective of Apollo’s higher stature. A positioning statement was created for all materials that acknowledged the superior quality of Apollo’s students, and made a brand promise to make them even better: “Where the best become better”. Brand advertising was created that leveraged this promise. Apollo was prepared for the next level of growth, and soon had expanded its operations to Ho Chi Minh City.