International. Hanwha Techwin recently reported that the Samsung Techwin and Wisenet Samsung brands, which were used in recent years to refer to Hanwha Techwin's technological solutions, will disappear from the market from 2018, officially launching its WISENET brand for all its video surveillance products.
This measure constitutes the last stage in the change of corporate identity that began in December 2014 when Samsung announced that its security division had been acquired by the Korean conglomerate Hanwha; which became official in June 2015, when Hanwha took full control over Samsung Techwin and renamed it Hanwha Techwin. In the Americas, the most relevant change took place in March 2016, when Samsung Techwin America announced its name change to Hanwha Techwin America, which became effective as of April 2016.
The image of the company, palpable aspect of change
The rebranding has been palpable not only in the name but also in the visual evolution that the brand has had, going from the classic samsung blue to the orange and gray tones that are representative of Hanwha. Logos, on the other hand, have constantly evolved from simple vectors and linear strokes to more rounded and modern pieces, which convey the idea of constant evolution and dynamism.
"We have executed a plan to inform distributors, integrators and end users in campaigns, events, and social networks. For example we have some "hashtags" on social networks such as #InteligenciaParaElFuturo and #AhoraSomosHanwha. In this transition, although at first the brand was not identified, at this time the market already recognizes Hanwha as a company," Bouwer explained.
A positive experience of technological growth
For Lorena Bouwer, Marketing Manager for Latin America at Hanwha Techwin, the change has been very positive, since it has allowed her to make use of many of the strengths that Hanwha has, both in the technological and corporate aspects. "The quality and service remain the same, but more is being invested in human talent and technological development," says the executive.
Perhaps one of the most important aspects of the technological investment has to do with the announcement of the construction of a new manufacturing plant in Vietnam, a project that began this year with the aim of starting operations by the second half of 2018. By 2019, the plant, with an area of close to 60,000 square meters, is expected to produce around two million products per year such as IP cameras, analog, semiconductor video storage devices and electronic processors. It is also expected that the entry into operation of the plant will generate between 1500 and 2000 new jobs.
"We have decided to build a plant in Vietnam in a medium to long-term perspective, in order to advance the security business globally. This is the purpose of responding efficiently to market demand and diversifying business," Bouwer said.
Wisenet will continue to represent Hanwha Techwin as "the trusted brand" that customers can appreciate, take pride in and trust.
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