"We aim to become a company that develops and leads energy for the people and by the people, as a leader in total energy solutions for tomorrow, with a commitment to be dedicated, flexible, trustworthy, and innovative in building tomorrow’s energy." Hyosung Heavy Industries has renewed its brand identity and declared a transformation into a future energy company.

* As a leader of the total energy solutions, produce clean energy for humanity

* Actively respond to industry trends such as technology assets, digitalization, decentralization, decarbonization and electrification

* Achieve corporate missions of social responsibility and sustainability for all generations

The outbreak of COVID-19 and the emergence of artificial intelligence (AI) have led to the collapse of traditional supply chain management (SCM). With a new order in supply, production, and distribution, now is an era of unprecedented uncertainty. In such times, it is critical for companies to clearly define their brand vision and mission.

However, the reality is challenging. Every company is aware of the paradigm shift in the heavy industry sector, and competition among the leading companies is fiercer than ever. The four major trends - Digitalization, Decentralization, Decarbonization, and Electrification - are rapidly becoming a reality.

In addition, latecomers such as China and India are quickly catching up through price competitiveness. Hyosung Heavy Industries aims to address these complex issues by realigning its brand strategies, building consensus among customers, investors and members, eventually enhancing its corporate image and credibility. This is the reason for Hyosung Heavy Industries' brand revisioning.

Strengthen People and Technology with Company-wise Efforts, Provide Future Energy

Hyosung Heavy Industries' brand revisioning consists of a multi-layered strategy, which aims to maximize the company’s inherent strengths and closely connect with customers to pursue a sustainable business model and market leadership.

The primary focus was put on the company’s leadership in technology. Hyosung Heavy Industries' technologies are not only the foundation of its business, but also a great asset. By linking these technologies to the previously mentioned four trends, the company is to focus on maintaining its technological leadership while creating new business opportunities.

The importance of customers can never be overstated. However, customers' needs are no longer simple, and they are looking for solutions rather than problem solving. Therefore, on top of providing solutions for the product itself, today's businesses are required to be also equipped with an ability to take a holistic view of the entire context in which customers use products, including their environment. It is also the companies’ challenge to accurately understand customers' business needs and provide tailored solutions.

Hyosung Heavy Industries plans to further strengthen the two essence of business, ‘people and technology’ through its unique company-wise efforts, and promises to provide essential energy for the people, and by people. The brand vision and mission are redefined as follows. With this brand identity, Hyosung Heavy Industries will grow along with humanity and create a future where energy is provided in a sustainable way. The ultimate goal of Hyosung Heavy Industries' brand revisioning is to provide trust and value to its members, customers, and people around the world.

▲ Re-defined Hyosung Heavy Industries Brand Identity 

Hyosung Heavy Industries: An Expert in Clean Energy for All Generations

The importance of ESG continues to grow. Investors and consumers prefer and make decisions based on a company's ESG activities. Therefore, ESG is not a choice, but a necessary competitive advantage for a company's survival and growth. In addition, heavy industry’s public image is still quite distant from ESG. Hyosung Heavy Industries' active participation in ESG activities can not only positively change the public perception of heavy industry but also establish the company itself as an ESG leader in the industry.

The ESG brand building of "RE:GEN, NEW ENERGY" by Hyosung Heavy Industries is closely related to the overall ESG strategy of HYOSUNG. It aims to maximize synergies centered on HYOSUNG’s overall ESG strategies such as circular economy, Net-Zero, hydrogen/renewable energy.

Hyosung Heavy Industries aims to differentiate itself by utilizing energy efficiency technologies and clean energy technologies, especially wind and solar energy. The company already obtains relevant technologies as well as experiences in producing, and the production processes are geared toward environmental friendliness. The company has the ability to both directly and indirectly develop, produce and supply environmentally friendly products and technologies. Based on this, with all its competencies, Hyosung Heavy Industries is establishing long-term, systematic, and concrete strategies and implementation programs for the ultimate goal of ESG, "Designing a Better Future.”

There are three key elements in the company’s ESG brand strategies. The first is the company’s effort to approach from a new perspective, unlike the existing ESG and clean energy businesses. The second is the company’s emphasis on the value of doing this "together" regardless of difficulties. The third is the company’s setting of the ultimate goal based on technological capabilities which aims to achieve tangible business results, going beyond a simple declaration of statements or claims. Through these elements, Hyosung Heavy Industries aims to clarify its ESG identity and translate it into tangible business results. The following figure illustrates Hyosung Heavy Industries' redefined ESG brand strategy "RE:GEN NEW ENERGY".

▲ Re-defined Brand Identity of Hyosung Heavy Industries ESG Brand ‘RE:GEN, NEW ENERGY’ 

With this brand revisioning, Hyosung Heavy Industries plans to strengthen internal communication to promote unity and boost morale throughout the organization. Considering its members as the key players in implementing the brand vision, the company is building consensus on the vision and mission while encouraging cooperation through a program under a concept of "RE-ALL-RISING".

Externally, the company is to start with key customers and gradually inform the general public about the corporate brand, spreading empathy as well as a positive corporate image. In addition, the company aims to return to the basic principles through the concept of "REALRISING, based on re-all-rising,” which brings out the internal company concepts to the outside of the company, presenting its growth in all aspects. 

Hyosung Heavy Industries is not stopping at just declaring a primary statement or managing a corporate image with this brand revision. Instead, the company plans to present a concrete process of its transformation into a sustainable company as well as its changing of corporate constitution. The goal is to clearly deliver the Hyosung Heavy Industries brand, have people understand it through concrete details, and realize its social responsibility as a truly sustainable company.