Etinco officially announced its brand repositioning on its 13th anniversary, April 14, 2024. One year after this significant milestone, the company has undergone a transformation both in appearance and in market positioning.
Repositioning to Meet the Demands of the Modern B2B Customer
Entering the electrical equipment import and distribution market in 2011, Etinco quickly established a strong market presence in Vietnam. It became a leading distributor for renowned brands such as LS Electric, Schneider, BTB Electric, and Hyundai Electric.
However, every phase of growth brings its own set of challenges, especially in a fiercely competitive B2B market, where both local and international players are vying for market share. This evolution has brought with it a shift in the expectations of modern B2B customers. For Etinco’s leadership, this represented a strategic problem to solve. The decision to reposition the brand became an inevitable move in the company’s development journey.
From a strategic standpoint, Etinco’s brand repositioning focuses on three core aspects:
- Repositioning for a renewed vision
- Repositioning to better serve customer needs
- Repositioning to stand out
At its heart, this transformation was aimed at addressing the evolving and increasingly complex needs of B2B customers.
In the era of booming B2B e-commerce and the growing emphasis on automation and digital transformation, B2B customer needs are no longer limited to simple transactions. Today’s businesses demand trusted partners, personalized experiences, and long-term collaborations. They seek to be heard, understood, and offered tailored solutions, especially with rising expectations for seamless digital purchasing experiences, streamlined transaction processes, and personalized services.
Etinco’s Director, Mr. Ngo Đinh Thuong, affirms: “At Etinco, the customer is at the center. Without customers, neither the brand nor the company would exist”. Thus, Etinco’s repositioning is a proactive move to resolve the “pain” of the modern B2B customer, cater to a more diverse clientele, and project a new vision, reinforcing its position in the industrial electrical equipment import and distribution sector.
Mr. Ngo Dinh Thuong – Etinco Director
Etinco’s New Look After Repositioning
Etinco’s repositioning went far beyond a logo change. It encompassed a complete overhaul of the brand identity system, alongside a renewed business strategy rolled out after April 2024.
The refreshed brand identity focuses on three key elements:
Logo Transformation
Formerly featuring a stylized house symbol – signifying a family-like unity and support systemEtinco’s new logo, effective from April 14, 2024, is a stylized “E”.
The “E” represents the first letter of the brand name and reflects its core business – Electric. It also symbolizes a compass, embodying the unified effort and shared direction of the Etinco team in pursuing enduring values. At the center of this is the message: “Customers are central. Without customers, neither the Brand nor the Company can exist.”
Color Palette
Etinco retains its signature orange and gray tones – symbols of creativity and decisiveness, but introduces a new structure that brings a sense of visual novelty while preserving familiarity.
New Slogan – “The Real Experience”
Orienting to real experiences of customers and replacing the previous slogan “1-Minute Shopping”, which emphasized speed in service and support for over a decade, the new slogan underscores Etinco’s commitment to delivering genuine experiences. Every customer touchpoint is driven by sincerity from authentic products to honest consultation and meaningful interactions.
The new visual identity is a blend of nostalgia and modernity, familiarity and innovation, boldness and reliability. According to Etinco’s leadership, the new look reflects the company’s pioneering spirit while staying grounded in its core values.
Etinco’s Brand Identity System
A New Market Position Fueled by Bold Moves
Post-repositioning, Etinco proudly embraces its role as a “First Mover” – leading the way in delivering real, tangible experiences in the B2B space and beyond.
Etinco isn’t just focused on goods and profit. The company is building an ecosystem that connects suppliers and customers through meaningful interaction, trials, and professional consultation.
Etinco doesn’t simply serve contractors and enterprises. We understand the pain of B2B customers, focusing on personalized experiences and ensuring transparency in every transaction.
The credibility Etinco has built over the past 14 years forms a foundation for its ongoing commitment to optimize advantages for customers, where every product delivered is a testament to quality and dedication.
Etinco brings B2B customers the real experience – at every touchpoint
Etinco’s partners and customers can confidently expect a new chapter of growth, fueled by a comprehensive internal transformation spanning strategy, operations, and transaction systems centered on its three core values: Trust – Intelligence – Speed.
In Etinco’s post – 2025 growth strategy, leadership has emphasized innovation and creativity as central themes moving forward.
In addition to continuing to distribute trusted brands and product lines, Etinco will prioritize smart and energy – efficient solutions, offering technical services that support manufacturers, contractors, and customers in solving real – world challenges.
There are ongoing plans to expand the Etinco ecosystem, broadening opportunities for suppliers while better meeting the complex demands of modern B2B clients. Alongside this, digital technologies will be increasingly integrated into transaction processes to shorten the distance between company and customer maximizing every touchpoint to deliver the most authentic, high – quality purchasing experience.
Repositioning doesn’t mean abandoning old partners or customers. Etinco is stepping into a new role and responsibility during this pivotal stage of national economic transformation. Its strategy is to concentrate resources on delivering comprehensive, high – quality solutions while enhancing the most genuine and rewarding buying experience possible.
