Brand Strategy

Brand
framework

  • Brand Architecture Transformation

    The brand architecture is undergoing a transformation, simplifying the current complex structure and preparing it as a strategic category, extending from Hyosung TNC to the bio product category. Furthermore, all capabilities have been focused around the two core brands, CREORATM and regenTM.

    • Past (~June 2023)

      Category-based multi-brand structure

      • Spandex

        CREORA<sup>TM</sup> Power Fit, CREORA<sup>TM</sup> Color, CREORA<sup>TM</sup> Fresh

      • Spandex

        robic MIPAN, MIPAN aquaX, MIPAN regen ocean

      • Nylon

        aeroheat EXTREME, askin, regen cotna

    • Present (July 2023~)

      Dual-brand structure based on CREORA and regen

      • CREORA

        Spandex-CREORA, Polyester-CREORA, Nylon-CREORA, ex-CREORA Power Fit
        • Spandex is labeled with the blue line, nylon with the gold line, and polyester with the gray line.
        • All individual items are marked in the same font at the bottom right corner.

      • regen

        Recycle-regen, BIO-regen, ex-regen Spandex
        • To represent Hyosung's sustainable technology and future-oriented approach, use blue for basic (recycling).
        • For the bio product category, incorporate green in the circle to symbolize universal sustainability.

  • Basic Brand Architecture Format

    General product categories are strongly promoted in the market, integrating under CREORA, while sustainable products are represented under regen.
    Functional product categories and spandex fall under CREORA, while sustainable product categories are operated under regen.

    • Corporate Brand

    • Fiber Materials

      • CREORATM

        Leading brand in the functional fiber category

        CREORA Spandex, CREORA Polyester, CREORA Nylon

        CREORATM +
        Product naming system

        A phased implementation goal to minimize the individual identity of each product group and focus only on functional aspects such as product characteristics and benefits

      • regenTM

        Leading brand in the eco-friendly fiber category

        regen Recycle, regen BIO

        regenTM +
        Product naming system

        A phased implementation goal to minimize the individual identity of each product group and focus only on functional aspects such as product characteristics and benefits

    • Non-fiber and
      industrial materials

      • HYDROSOLE

        B2B Non-fiber Bio-PTMG

        HYDROSOLE +
        Product naming system

        Highlighting a non-fiber properties as a new revenue portfolio

      • regenTM INDUSTRY

        Depolymerization Nylon chips

        regenTM INDUSTRY +
        Product naming system

        Leveraging the industrial material properties of the shared chemical brand Depolymerization Chip and the umbrella effect of regenTM