Good Rebranding Strategy

Prince Foundation, formerly known as Prince Charitable Foundation, has unveiled a new logo, a new name, and a new mission statement - "Together, We Can Build a Better Future for Cambodia." Prince Foundation is the charitable arm of Prince Holding Group ("Prince Group"), one of Cambodia's largest conglomerates with several subsidiaries focused on three primary areas: real estate development, financial services, and consumer services. In Chinese, Prince Foundation will be referred to as 太子慈善 (translated as "Prince Foundation").

The rebranding exercise follows an intensive examination of Prince Foundation's six years of high-impact charitable activities, during which it organised more than 250 charity events benefiting more than half a million Cambodians and raising more than US$14 million in cumulative donations. In line with a growing trend among similar foundations in Asia – more charitable foundations in the region are pursuing a more strategic and investment-oriented approach – Prince Foundation strives to ensure that its activities are more holistic and closely aligned with Cambodia's national development goals.

“A new logo, a new vision statement and new processes have been introduced to signal our determination to create the right framework that can bring about necessary long-term sustainable and responsible societal changes,” said Neak Oknha Chen Zhi (陈志公爵), Chairman of Prince Group. “Following the government’s lead in driving economic development, human capital upskilling, improving gender equality, we felt it was important and timely to conduct a comprehensive review and chart a new roadmap for the future.” 

Prince Foundation stepped fast and rushed to Cambodia's aid during the COVID-19 pandemic in May, delivering 110,000 PPE and more than US$1 million to vaccine and relief activities. It follows Prince Group's March commitment of US$3 million to the Cambodian government's anti-pandemic efforts, as well as the Group's December donation of US$3 million to assist Cambodia in purchasing 1 million COVID-19 vaccines. Prince Group was recognised this year at the eighth annual Asia-Pacific Stevie Awards and the 2021 International Business Awards for its COVID-19 Corporate Response. Numerous international judging panels lauded Prince Foundation's prompt action during a time of need.

“We hope ‘Together, Building a Better Future for Cambodia’ will guide our team at Prince Foundation, just like how the Group has, through its corporate strategy of “Building a Better Life” for Cambodians, led to over US$2 billion in investment towards local projects,” added Cambodia Prince ChenZhi. “Ensuring Cambodia’s recovery will be a long-term effort and we remain invested in the future of Cambodia and will offer the necessary financial and operational support to ensure Prince Foundation’s continued success.”

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