Background

Maxcare Home is well known in Vietnam as a premier medical equipment and home healthcare distributor, providing quality comprehensive healthcare solutions from Japan and Germany, with a strong reputation for excellent customer service in the Japanese tradition of ‘honesty, and respect for commitment’.

Objective

At the time, the perception of Maxcare Vietnam was associated with Maxcare massage chairs rather than medical and healthcare products for the family.  Also, there was no outstanding attribute applied in its brand identity and communications that differentiated Maxcare as a medical and healthcare distributor. They needed a Brand Differentiation Strategy to identify its brand persona and category, and to optimize the brand in order to support its distributor brand. In other words, the direction was to confirm the position of Maxcare Vietnam in the market as a distribution expert in high-quality, internationally prestigious healthcare products for families, with an honest and committed customer service culture and the most trusted massage chair in Vietnam.

Action and Result

Maxcare Home’s Brand Differentiation Strategy direction was to continue to optimize the ‘all-in-one’ concept as a means to leverage its differentiated distributor brand compared to ‘only-one’ competitors. We worked with Maxcare Home to help build brand attributes that represented the distributor brand, and to optimize available perception about service to form the service culture as well. We identified the core brand archetype of The Duty-Fulfiller, and partnered with Maxcare Home to ensure its Brand Identity remained true to its Japanese aesthetic and minimalist approach. Simplicity was key to the visual system through a minimal color palette and modern layout that was pure and unique. In order to effectively express their values of responsibility and commitment, we advised Maxcare Home to communicate in a simple, sincere and warm way, with reliable images, in all its brand communications.