A look at the brand’s future

The Gokongwei family owns some of the biggest and most diversified conglomerates in the Philippines, but there was no clear brand relationship amongst their four major entities (JG Summit, Summit Media, Robinsons Retail, and Gokongwei Brothers Foundation).

To best define the organization, Vitamin B came up with the solution of creating a master brand – a formal organizing principle that encompasses all parts of the entities controlled by the Gokongwei family. This resulted in the master brand Gokongwei Group that will serve as the umbrella and will encapsulate all the companies in the group’s ecosystem.

Brand Discovery

Brand Strategy & Positioning

Name Creation

Identity

Corporate Collaterals