Background

Benovas is one of the top 10 Vietnamese pharmaceutical companies, and the first to manufacture capsules. Benovas produces medical instruments, ethical drugs and over-the-counter medication, as well as nutritional and dietary supplements in an extremely competitive market, especially in relation to price. Benovas’s mission was to meet the high quality standards and requirements of its customers, and to build an advanced quality management system that emphasized quality, safety and efficiency with the utmost commitment.

Objective

With its brand vision to become the leading pharmaceutical company in Vietnam within five years, Benovas partnered with us to develop a Brand Differentiation Strategy and Brand Identity System.

Action and Result

Richard Moore Associates developed a comprehensive Brand Differentiation Strategy for Benovas, which has a long tradition of providing compassionate care to its customers. The Benovas brand name and Brand Positioning Phrase, ‘A million doses. A single dedication.’ accurately conveys the status of the brand. We created the logo for the brand that was closely aligned with the Brand Differentiation Strategy as well as the brand archetype of The Caregiver, encompassing the persona traits of caring, compassionate and modern. Benovas now had in place all the key Brand Differentiation Strategy and Brand Identity factors to help it create and maintain a consistent strategic image.