On November 16, 2012, Vissan Co., Ltd held the 42nd anniversary ceremony to announce the new brand identity system and received the title of Labour Hero of the Renovation Process. With a new face, solid position, plus available finance, human resources and technology, Vissan is aiming for higher goals, and aspires to bring customers convenient and high-quality products and services.
The company has experienced a 42-year journey of success, glory, difficulty and challenge. However, with the persistent effort of the staff, Vissan keeps developing and growing, especially in the period of deeper economic integration and greater competition. Particularly, consumers are increasingly concerned about food quality, hygiene and safety. Shopping behaviours have changed towards industrialised and convenient directions. Therefore, Vissan has boldly changed its face, increased competitiveness, and built a solid development platform for years to come. Mr Van Duc Muoi, General Director of Vissan, said, "We are aware that sustainable development requires innovative reform, focused investment for branding, trust from the community and support from the authorities." Vissan has been industrialising the food processing industry with a variety of solutions: building up its brand name, making synchronous investment for production expansion, opening Vissan Hanoi Branch, constructing an office and supermarket in Danang, and investing in food processing industrial complexes in Ben Luc district, Long An province, forwarding and logistics administration centre in Tan Tao Industrial Park with the aim of becoming the largest closed industrial complex in Vietnam in 2015. Besides, Vissan also invests in building high-tech pig farms to increase pork output with clear origin, improving product quality, strengthening the identity of Vissan products, restructuring distribution channels, organizational apparatus, and training management capacity.
Brand strategy, part of overall business strategy, is seriously invested by Vissan. The change in brand identity is not only a form of external display, but also an improved management work aimed at raising the quality of services and products and food safety to meet consumer demands for higher living quality, suit requirements of social progress, and respond to expectations of the community and society. These together will make Vissan a leading food company in the country and in the world.
The new brand identity system is the message of continued innovation to rise to future development. That is the vitality and aspiration of a company with over 42 years of development and growth in the integration process. The “three yellow apricot flowers" icon not only carries the nuance of spring and brings joy, but also heralds the advent of coming dawn and new vitality. The "everyday vitality" slogan is message and commitment of Vissan to show the sense of responsibility in every product to bring health to the community and develop the food processing industry in Vietnam. The structure of the “three yellow apricot flowers" represents the development of a strong, safe and quality food industry for the benefit of community and sustainable development, with eight core values of the brand identity system, i.e. deliciousness and nutrition; convenience; healthiness and food safety; friendliness to community and environment; culinary culture and tradition; professionalism; diversity and satisfaction; and pride of vitality.
In the past years, the entire staff of Vissan has advanced its development and attained many important achievements. The company was awarded important titles and honours from the State like Labour Order of First, Second and Third Classes, and the title of “Labour Hero of Reform Era". More importantly, Vissan is trusted by consumers and the community, who has voted the company as "Vietnam high quality goods" and "Trusted business for consumers".
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