Strengthening the identity of an international conglomerate.

Creating a unified brand image and promoting long-term brand value management





Legend Holdings

Legend Holdings Limited was founded in 1984 by Mr. Liu Chuanzhi and ten research institutes with 200,000 yuan (US$30,000) of funding from the Computing Institute of the Chinese Academy of Sciences. Over 29 years, it has transformed its business from an IT manufacturer to a conglomerate with diversified businesses.

Legend Holdings is a large corporation with dual arms: Investment Management and Industry Operation. With plans to go public, the company needed a systematic branding plan and approached Interbrand for help. We advised the company to build a unified brand image before the IPO and also recommended that it launch a brand value management system internally to ensure that results could be measured over the long-term.

By creating a clear, strong brand image, Interbrand helped Legend Holdings build its brand in the investment market. We also worked to ensure that the company’s brand would become a core aspect of its competitiveness and thus promote rapid business growth.