Background
Cofco is China\\\'s leading oil and food importer and exporter and one of the largest food manufacturer in the world. It boasts outstanding achievements in the trade of agricultural products, biological energy development, food processing, real estate, property management, hotel operations, financial services and other areas closely related to people’s daily life. Cofco has been ranked among the top 500 global companies by fortune magazine.
 

Challenges:
Under the strategic vision of “natural resources shapes us” concept, Cofco launched a new multicolored hexagonal logo, representing the harmonious integration of the company. After the launch of the new logo, one of the primary issues to solve was to ensure a uniformed application of such technically sophisticated mark within different systems. How to protect accurately Cofco\'s brand image within a wide range of applications? How to straighten and simplifiy the complex relationship between the master brand and its subsidiaries? By the end of 2007, COFCO and Bang reached an agreement to develop the new VI system conjointly. Bang, using its rich experience and expertise in complex brand architecture and VI system design would provide effective managerial approaches to strenghten the entire system.

Solutions
To clarify the brand architecture among the numerous sub-brands, subsidiaries and market segments, BangMedia consultants proposed a segment-based solution, dividing the different departments by target audiences. Each segments would have a clear style and defined brand relationship with a specific management model; Sub-brands, were developed around a management system composed of 3 parts: Cofco master-brand, Cofco endorsed brands, Cofco independent brands.

In terms of VI research, we organized the master-brand into 5 segments using 5 different colors: blue, orange, yellow, green and red. A brand family map tree diagram was designed, with each brand connected under clear regulations in terms of VI content and implementation. All this work provided a solid base for the implementation and further brand extension.

We offered an effective and pragmatic plan to solve the many difficulties in implementating Cofco\'s complex logo. Using our original online application, BangNetwork designed and build Cofco\'s brand management intranet website, through which they can disclose information and hold net conference. We designed various procedures for brand standard maintainance with direct access to proper output digital files.

Result
Cofco has since build a strong and logical brand image in the mind of a vast Chinese audience. Following the launch of the much clearer brand image and architecture, a new corporate culture message “Great COFCO, without boundaries” was implemented, increasing significantly the corporate recognition aspect of the brand.

Long-term service
Due to the oustanding results Bang played in brand image clarification such brand architecture optimisation, VI system design, online brand management, Cofco has asked Bang to design packaging for its drink and rice products.

Using a wide range of market surveys and an holistic brand analysis, Bang’s VI department not only provided a pitch perfect design work resonating with the audience, but also positioned the corporate brand as a symbol of outstanding product quality. Much more than a good package design, a corporate brand focused marketing strategy can help tremendously in the promotion and recognition of the master brand among consumers.