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In a rapidly changing world, the question of 'sustainability' continually arises. The challenges faced by today’s companies—climate crises, the demands of global consumers who quickly adopt new trends hoping for better life, and the need for innovation and change in all industrial sectors—all converge under the umbrella of sustainability.
Amidst this context, there is a company willing to leverage these challenges and questions as the driving force for a new era. That company is Hyosung TNC, the global No.1 leader in textile materials. At a turning point where a sustainable future is essential, let’s take a look at Hyosung TNC, which is implementing innovations ranging from brand identity to employee consciousness through brand rebranding.
Facing Historic Changes Head-on: Brand Revisioning
The backdrop of Hyosung TNC's brand rebranding lies in the company's commitment to proactive adaptation to historical changes and to maintain its position as a category leader through constant innovation. The primary objectives of this rebranding can be identified as responding aggressively to technological advancements from countries like China, fulfilling social responsibilities such as ESG, presenting successful business performance and strength in technology, and simultaneously boosting the voluntary code of conduct and pride among employees.
Hyosung TNC aims to achieve five main objectives through rebranding. First, establish an image as the leading textile materials company. Second, reinforce the perception as a leading ESG company. Third, promote to general public an image of a company that prioritizes quality and listens to its customers. Fourth, spread the company's will to innovate to its members, gaining the empathy internally, and fifth, strengthen its image as a global company appealing to the MZ generation.
Constructing a Positive Cycle Through Enhanced Brand Recognition
Despite being essential in everyday life, Hyosung TNC’s main production areas of spandex, nylon, and polyester are less recognized in B2C markets. It might be considered that B2C recognition is not a critical issue for companies that develop and produce textile materials, since individual customers rarely buy fabric and yarn by themselves. However, the final evaluation of value in the textile material value chain is made by the consumer, who considers not just price and trends, but also the excellence and eco-friendliness of the material.
▲ Hyosung TNC's New Brand Identity System
The reason Hyosung TNC is stepping up to improve B2C recognition and brand quality lies here. As a category leader, the company aims to transform into a business that balances both business and ESG aspects, captivating both consumers and media, thus constructing a positive cycle through enhanced external reputation and internal confidence, to eventually secure a high brand value.
Born as a 'Lifestyle Innovator' Based on Eco-friendly Technological Innovation
Hyosung TNC has embarked on a restructuring effort to achieve economies of scale for branding by integrating its brand portfolio. As a result, the newly revamped brand portfolio of Hyosung TNC is as follows:
▲ Hyosung TNC aims to integrate and revamp its existing brands to convey a concise brand message.
Hyosung TNC has organized two major brands for textile materials: CREORA for general and functional fiber and regen for eco-friendly fiber. Additionally, HYDROSOLE and regen INDUSTRY comprise the company's non-textile industrial materials.
Through the process of brand integration and reorganization, Hyosung TNC has clearly defined its brand identity as an 'Eco-friendly Technology-based Lifestyle Innovator.' Through this process, Hyosung TNC aims not only to simplify its portfolio but also to establish itself as a lifestyle innovator based on a technology ecosystem, leading the entire textile industry, including fashion. This "select and focus" strategy has strengthened Hyosung TNC's brand value.
Unveiling a Renewed Brand Through an Integrated Brand Relaunch
Hyosung TNC meticulously refined its brand positioning and revitalized its visual identity during the brand revisioning process. Additionally, the company expanded its touchpoints, both internally and externally, through a three-phase integrated brand relaunch, allowing more people to encounter the transformed Hyosung TNC. The step-by-step details of the integrated brand relaunch are as follows:
▲ Introduction of the step-by-step details of the comprehensive brand relaunch of Hyosung TNC
The first phase, termed "A New Start," begins by addressing the public's "Why?" questions concerning the brand relaunch. It aims to create public understanding and empathy. Using both traditional media outlets like newspaper and broadcasting, as well as digital communication, the is to company actively disseminate the many facets of Hyosung TNC's evolving transformation.
The second phase, "Global Brand Awareness," goes beyond the domestic market to focus on enhancing brand recognition for Hyosung TNC, CREORA, and regen among global consumers. The company aims to incorporate its core motif of "sustainability," along with its commitment to ESG management, into its global-facing messages.
The third phase, "Global Brand Empathy," solidifies the various efforts of the preceding phases. This stage involves strategies to maintain public empathy, including branded content and collaborations with other brands, targeting a wide range of cultures and age groups.
Externally, the company plans to tighten brand communications for CREORA and regen. CREORA will continuously bolster its status as a competent and trustworthy supplier in the fiber materials industry, representing the brand value as a high-quality, high-functional fiber material brand. On the other hand, regen takes on the role of the "silver bullet brand" aimed at enhancing the eco-friendliness of Hyosung TNC's entire portfolio. Specifically, regen aims to establish itself as the brand that embodies Hyosung TNC's ESG management spirit, targeting the value-driven Generation Z.
Internal Branding Strategy to Enhance Employee Pride and Consciousness
The recent revisioning of Hyosung TNC goes beyond just the external facelift; it encapsulates transformations within the company as well. The primary focus is on internal branding aimed at enhancing the pride and consciousness of its members as lifestyle innovators in the field of fashion and innovative materials. To actualize this strategy, Hyosung TNC has introduced HEXA, a company-wide internal branding program. HEXA seeks to embed the brand essence of Hyosung—'Agile Promise for Tomorrow'—within its corporate culture, aiming to change the mindset and behavior of its employees.
▲ Step-by-step program of Internal branding strategy for improving Hyosung TNC's members' awareness
All employees of Hyosung TNC will engage with a range of internal brand revisioning programs. The objective is to break free from the rigid organizational culture of top-down communication, develop a customer-centric and creative culture, foster empathy among members, and practice a culture of open sharing. The ultimate aim is to evolve into genuine lifestyle innovators.
ESG Brand Revisioning: Practicing Responsibility Towards Environment and Society
The revisioning initiative also includes building an ESG brand. In alignment with Hyosung’s integrated ESG brand, RE:GEN, Hyosung TNC's ESG brand is named 'RE:GEN Eco Lifestyle'.
▲ Identity System of Hyosung TNC's ESG Brand Revisioning
The three chemical companies of Hyosung—Hyosung TNC, Hyosung Advanced Materials, and Hyosung Chemical—share ESG keywords such as recycling and bio-materials. Hyosung TNC not only focuses on building its own ESG brand but also collaborates with other Hyosung chemical companies for joint ESG branding. They aim to create an eco-friendly plastic ecosystem while sharing common ESG messages and technological philosophies.
This collective ESG effort among affiliate companies and their external communication towards clients and consumers is defined under a new ESG brand called the RE:GEN alliance. RE:GEN Alliance is an initiative that adds the value of 'solidarity' to a company's ESG practices, ensuring responsibility towards the environment and society. From fostering communication and solidarity among group affiliates to forming a common vision with customers and collaborators outside the company, and even extending to creating a shared understanding with the public and expanding points of contact, the RE:GEN Alliance aims to encompass the cooperation and empathy of all generations. It is expected to provide inspiration and strength to Hyosung TNC's ESG management.
Hyosung TNC aims to get closer to the essence of its business through this brand revisioning. The company believes that the quintessence of the innovation it seeks begins with examining its timeless core values and awakening the Hyosung spirit within. When this heritage and accumulated technological prowess synergies with bold execution, a new era for Hyosung begins. Breaking through challenges as innovators—that is the essence of Hyosung TNC’s brand revisioning.